What is the cost of non-marketing on the Internet?
There is a noticeable opportunity cost to not practicing sound online marketing. But how would someone know if they’re leaving money on the table?
It is easy to put up a website describing your company and the products or services it sells. But turning this into a viable commercial vehicle is another story all together. Acknowledging that the vast majority of search engine queries are for fact-finding purposes, it’s relatively easy to understand the competitive concerns of the online marketer.
But if this doesn’t compel a company to action, maybe they haven’t considered the opportunity cost? In other words, for all the good that a strong digital marketing agenda can create, what about all the potential negative effects of NOT having one?
| When You’re Absent From… | This Is What Happens |
| Comparison shopping sites like Pricegrabber or MySimon | Your low, low prices go unnoticed, and the next lowest price usually gets the sale. |
| Consumer review/opinion sites like Yelp or Epinions | All that hard-earned goodwill and sterling reputation, built up over years, never reaches consumers. |
| Local search engines like Yahoo! Local or Superpages | Someone who needs what you have will drive or walk a little bit farther from their home or office — and right past your front door. |
| Results pages in major search engines | People looking for your company or products are left thinking, “They’re not even in Google? How seriously can we take them?” |
This all begs a more profound question, however: if these things are happening, how will you ever know it? This is the most disturbing thing about blown opportunities… we seldom know it until it’s far too late to act.
~~~~~
Paul Burani
Clicksharp Marketing
New York, NY
This entry was posted on Friday, April 25th, 2008 @ 9:23 am on the category Local search, SEO.
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