Just because today's marketing industry seems destined to merge completely onto the information superhighway doesn't mean we don't get off and take the scenic route from time to time. Indeed we do, choosing rather to focus on using the web as part of our larger marketing strategy, not as a strategy in and of itself.
Sure it may seem smart to pay an accomplished graphic designer a boat-load of money to craft a sleek, innovative web site, but make sure that person spends some time designing your printed materials as well. You may think that a strong website is the most vital facet of your business, but trust me, as the world spirals ever closer to total "digitalization," the importance of putting something tangible into your customer's hands cannot be overstated. If a company or organization is known for its personal touch with its clientele, make sure that sentiment isn't lost once you turn to online marketing techniques.
My company, for example does not merely depend on our social media pages to get the word about a client out there. Most of the time, we turn to the wonderfully old-fashioned tactic of press releases. That's right. Take the time to assemble all the information you can about a given topic, then use the internet as your tool to pass that info along. After all, what sounds like it would cast a wider net? You tweeting about a new product or promotion, or a local journalist giving it some free press in their blog?
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