Mastering the Art of Online Marketing

High

• Need a proprietary data base
• No effort required in emailing
• No cost
• Email fatigue can be a problem; creativity needs to be kept fresh
• Need to clean the base: purging duplicates, removing unsubscribers, removing dead emails

 

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High

• Need a proprietary data base
• Expensive: must create a mailer piece, print, put in envelopes and mail
• Harder to keep track of and quantify
• Need to clean the base: purging duplicates, removing unsubscribers, removing dead emails

 

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Medium/Low

• Need to advertise on industry-specific websites to zero in on targets
• Hard to identify and negotiate on a piecemeal basis
• Need to create dozens of creative executions to ensure results

 

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Low

• Not transactional (won’t track clicks on your website)
• Relatively high cost to advertise
• While having a page is free, it requires constant work to keep messaging interesting to encourage customers to come back

 

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Low/Medium

• More transactional
• Requires time and labor-intensive involvement to keep content fresh and engaging to encourage viewers to come back

 

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Low

• There are no groups for custom-made motorcycles

 

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Low

• Nothing except post pictures and events
• No real actionable response tool

 

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Low

• Nothing except post pictures and events
• No real actionable response tool

 

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Medium

• If the event appeals to a targeted group or if there can be a fit between the group and the product, this is a great opportunity to deliver sales messages one on one, using brochures, business cards, promotional discounts and more
• Events are expensive, and require a table/counter, brochures and people to manage the stand; they also take management time away from selling
• Can Tweet and Facebook from the actual event

 

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Medium

• Radio can go beyond spots: a program or promotion can be sponsored, and a personality can be sponsored

 

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Medium

• Specific sections in papers can target very specific groups
• CPM (cost per thousand) is the most expensive
• Good production is not cheap
• Needs several response devices, such as phone, web, email, SMS, others

 

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Medium/High

• Many ways to address this medium
• SMS included in every other communication in order to obtain quick responses and build a database
• Advertising on mobile websites
• Advertising on local maps (e.g., local Google)

 

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