Get Off The Dime

    

As a consumer, you are exposed to massive amounts of advertising every day.  You hear it on the radio as you drive to work.  You see it on billboards, on busses and on T-shirts.  You receive it in the mail, in your email and on your favorite websites.

      

      

Do you remember any of it?

      

      

Odds are that a majority of the marketing materials you see go unnoticed.  In the old economy, this equated to wasted marketing dollars by the companies who were trying to get your attention – trying to change your buying habits.  Some would argue that these costs are still present in the new (ecommerce) economy.

      

      

But I disagree.

      

      

In the old economy it took a substantial investment in time and money to create and place a billboard advertisement.  It is not easy (but it is definitely expensive) creating a television commercial.  Let’s face it, in the old economy you had to be careful and judicious with your marketing dollars.  Now, as marketers transition from the old economy to the new economy they bring with them these same practices.  They believe that taking measured and deliberate steps to create an online marketing campaign (on their site and in their emails) is a “best practice”.

      

      

But I disagree.

     

      

Online, life moves at a different speed.  If the people who view your web messaging don’t “hear it” they remain only consumers to you . . . and potentially become customers to your competition.

      

      

Change your message.  Change it often.  Use your web analytics tools to quickly identify which messages are being heard and which are not.  You now have the opportunity to refine your marketing strategy in real time.  Don’t wait to make a change.  Get off the dime.  Online, you must adapt in order to survive. 

      

      

“Learning is not compulsory . . . neither is survival.”

      

      

Until next time,

      

      

Dan