Old Marketing vs. Today's Online Marketing
Marketing has changed. I mean REALLY changed and too many marketers think that just means taking yesterday's paper advertisement and making it digital. There, now you've done it. You're in the electronic age right? Wrong! Magazine ads were / are a shotgun approach that hopes somebody will open up a publication, see it once, or if you have a big budget and can place multiple insertions, hopefully, they'll see your ad multiple times and remember it. But its costly to do that. It's also a real crap shoot as to whether the magazine or direct mail piece in the mailbox will be opened at all. Plus, because of fiscal realities, every publication has a circulation that's limited mostly by ad pages sold. This by itself constricts your reach. If you just convert and run the same type of paper ads you ran on the web, you can convince yourself that you've evolved and are now an Internet marketer. But realistically, you are just putting lipstick on your old paper strategy. You still hope somebody will see your product and remember it. While repetition is good, repetition on the front page of a website or any other predictable position becomes invisible after awhile. Today's effective strategy is contextual repetition.
Contextual repetition means not having the product in one stationary place but instead, in many places along the buying decision timeline. When the customer does a search for NEMA 12 enclosures for example, your NEMA 12 banner appears. When he does it a second time a NEMA 12 enclosure video offers to take him deeper. Want to know more? A button is there to get him into your catalog. Ok for this exposure, but lets not stop there. Everybody knows that if a contractor is comfortable with your product in his bid, it becomes his path of least resistance. So he's more likely than not to include that product on the purchase order. Therefore, if a marketer is not exploring ways to get his products in front of the contractor AT BID TIME many of his other efforts may be in vain. That's the ElectricSmarts strategy. We continue to integrate tightly with the contractor and his estimating software, and enable him to see products, play videos, import and synchronize data, access online catalogs, and get instant bid pricing from his distributor from within that estimating environment where he's comfortable. Yes, those same products can be seen in other places as well. They are prominent in the Mobile Apps we build and on over 500 distributor websites as well, but this ONE marketing buy places a manufacturer's products on many roads and intersections for the buyers he seeks to influence.
Customers benefit because information is consolidated, trusted, and easy to find. It also is associated with the distributors and manufacturers they know. Manufacturers benefit because they save money and have the ability to be more influential than yesterday's marketing ever allowed. And distributors benefit because their suppliers become the contractor's supplier of choice. They grow closer to that contractor and prosper together. That's today's marketing reinvented. Its smart, efficient, and what the customer wants.
Contact us. BFloyd@ElectricSmarts.com
Contextual repetition means not having the product in one stationary place but instead, in many places along the buying decision timeline. When the customer does a search for NEMA 12 enclosures for example, your NEMA 12 banner appears. When he does it a second time a NEMA 12 enclosure video offers to take him deeper. Want to know more? A button is there to get him into your catalog. Ok for this exposure, but lets not stop there. Everybody knows that if a contractor is comfortable with your product in his bid, it becomes his path of least resistance. So he's more likely than not to include that product on the purchase order. Therefore, if a marketer is not exploring ways to get his products in front of the contractor AT BID TIME many of his other efforts may be in vain. That's the ElectricSmarts strategy. We continue to integrate tightly with the contractor and his estimating software, and enable him to see products, play videos, import and synchronize data, access online catalogs, and get instant bid pricing from his distributor from within that estimating environment where he's comfortable. Yes, those same products can be seen in other places as well. They are prominent in the Mobile Apps we build and on over 500 distributor websites as well, but this ONE marketing buy places a manufacturer's products on many roads and intersections for the buyers he seeks to influence.
Customers benefit because information is consolidated, trusted, and easy to find. It also is associated with the distributors and manufacturers they know. Manufacturers benefit because they save money and have the ability to be more influential than yesterday's marketing ever allowed. And distributors benefit because their suppliers become the contractor's supplier of choice. They grow closer to that contractor and prosper together. That's today's marketing reinvented. Its smart, efficient, and what the customer wants.
Contact us. BFloyd@ElectricSmarts.com
