Five considerations: Rule #1
1. Craft your e-marketing strategy as a by-product of your overarching corporate strategy.
Any smart entrepreneur knows that he or she must define a concise and relevant corporate strategy, and integrate it well into the company’s marketing communications.
When looking at digital marketing as part of the overall marketing plan, there can be a temptation to want to adapt your message to your perception of an internet-specific audience. It is critical to resist this temptation at all costs. Offsetting the ambiguous benefit of reaching a slightly more targeted audience, there are several notable risks in this approach:
• cannibalizing marketing efforts in other channels
• conveying a message of corporate identity crisis
• alienating link-partnered sites who now see you as irrelevant
• confusing search engine crawlers (coming soon, a post entitled “Learn how search engines work”)
Remember — as long as you’ve got a well-designed site with a clear message, a technophobe who is ready to spend money still has a bigger potential impact on your bottom line than a technophile with a mere passing interest.
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This entry was posted on Friday, August 24th, 2007 @ 2:23 pm on the category Marketing Theory, Small business, Website design.
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