In response to this growth thousands of internet marketing companies have sprung up offering a variety of internet marketing services to companies who trade
both online and offline. For businesses this can be quite confusing as they may be bombarded daily with different companies offering their services.
Deciding which online marketing company is best for their needs can be tricky. In order to choose the best it is important to take the following factors into
There are literally thousands of companies and therefore it is a really competitive industry. Shop around to make sure that you get the most of your money and
also the online marketing company with the best service offered.
Know Your Needs
Your business will have needs which are very specific to yourselves. For instance you may not actually have an online sales portal but rather wish to utilize
online marketing in order to attract customers to your actual retail location. Alternatively you may be an area-specific company who wishes to sell a service
within a particular geographical location.
It is important that you work out your online marketing needs as a business before you approach an internet marketing company or you may end up with an online
marketing campaign which does not really reflect the needs of your business.
Strategic Online Marketing Strategy
There are many different elements to internet marketing and therefore it is important that you choose an internet marketing company which is able to develop a
strategic, tailored marketing plan for your individual needs. If they just seem to mention random elements of online marketing without any underpinning
strategy it is probably best to find another company.
Often companies may know the basics of online marketing but have not really developed a strategic approach. Online marketing is still like traditional
marketing in that it is important to work out a plan rather than ad hoc marketing campaigns which ultimately fall short of the mark.
Industry Specific Experience
Your company may have industry specific needs which will be best served by an internet marketing company with experience of the industry. For example the
online travel industry is extremely competitive and therefore a company with experience in this niche will already understand the market and therefore help you
to work out an online marketing campaign tailored to this market.
No matter what you are purchasing it is always a good idea to verify the customer testimonials that a business offers. If the company has a proven track record
of quality results it will be more than happy to offer contact or website details of other customers in order for you to seek references.
Open and Honest
Internet marketing is an industry in itself full of jargon and acronyms. Make sure that the internet marketing company that you select is clear about what
exactly it plans to do and does not bombard you with vague concepts with which you are unfamiliar. The only stupid question is the one that you don’t ask so if
in any doubt ask questions about what the company is offering. If they are legitimate they will be more than happy to answer.
Promotional marketing is generally seen as the tail end of the campaign, however if a companies overall marketing activities don’t support its objectives and
timing, the results are often poor, and the promotions manager gets to take the blame for the failure.
Choosing a good marketing company to integrate these complicated promotional channels is a task in itself since many will promise exceptional marketing
campaign results yet few will deliver what you expect. When they fail, will you know where the problem was or will you have to chalk it up to experience and
start all over again?
Why is it that many marketing firm’s promotional programs and implementation fail? Primarily because they don’t understand this fragmentation of media.
Integrated marketing isn’t just a buzzword. Multi-channel marketing tactics need to be developed and coordinated by a campaign manager and carried out as a
Unfortunately, there is a shortage of skilled promotional marketing experts and a limited number of marketing companies that have a national network of
marketing channel partners and contacts. Integrated marketing can’t be done well by small marketing companies that arrange deals with other independents. Large
marketing companies have the resources, and the network of established channel partners that ensure your products are promoted from distribution to point of
Since marketing and advertising channels have become so fragmented, it is difficult for an advertiser to reach and affect a target consumer. Advertisers can no
longer take access to consumers for granted and it takes a concerted effort to reach a consumer a number of different ways. Promotional marketing campaigns
have to consider multiple mediums including the Internet to achieve optimal promotional and sales results. When they work together, they can register with the
consumer audience, and ensure that your products are distributed to where they need to be at the right time.
We hear a lot about Internet marketing and its incredible reach, and it is excellent for communications and setting up brand awareness and purchase desire.
However, for consumer goods companies, few promotional channels surpass retail store promotion. The retail store location is where the sale is made, and when
your promotional program is focused to work well here, you’re likely to see things go well.
A sale can be lost at the point of sale, much to the consternation of firms with weak connections and retail sales training programs. They’re unable to respond
to sales rep issues and the demands of consumers, and when the consumer loses confidence or interest, they won’t commit to buying the product.
Sales transactions are complex and premiums and incentives are a key part of whether your product will make it to the store shelves and receive the right sales
support. Once your products leave the warehouse, they’re on their own, unless a professional promotional marketing company is supporting them at the retail
Strong Integrated Channels
Marketing channels are complicated too, and if the connections in your network aren’t strong throughout, your sales can come to shuddering halt. Don’t think
marketing channel members don’t know about your distribution vulnerabilities too. They know you’re an independent and they have their primary loyalties to
bigger manufacturers and distributors. Your products may get secondary status and receive no sales support.
So what happens during fragmented promotional campaigns? Many marketing promotion campaigns are marred by poor point of sale signage, supplier communication
blocks, unreliable reporting, warehouse fulfillment problems, poor sales support, poor sales training, along with high costs and outdated technology.
A marketing promotion can fail many different ways and you need to understand why. When you’re spending hundreds of thousands of dollars on campaign
development and distribution activities, and have committed to a particular marketing company, your company’s future is on the line.
What you need is a reliable marketing company that possesses the warehousing and database systems, fulfillment practices, and sales support network to ease
distribution and communication problems.
If you’re still managing your marketing promotion campaigns in-house, you should consider outsourcing to a promotional advertising and marketing firm that
offers a complete variety of support service. From campaign planning to post-sales customer support, these companies can take a burden off your hands and
actually give you an edge in the retail promotions space.
Big promotional marketing companies have developed capabilities in producing creative and effective POS marketing materials, print advertising pieces,
packaging, warehouse automation, and retail distribution. They can help you manage large scale orders on demanding deadlines because their state of the art
electronic systems are set up to do this.
They provide solutions for billing/invoicing, customized reporting, and warehouse distribution of your marketing collateral. From EDI transactions to Web-based
reporting tools, they have a command of the marketing fulfillment process and can give you an excellent awareness of your marketing campaign performance. Just
working with these companies once can make you a better marketing manager.
So give yourself a break and bring in the full service promotional consultants and then start seeing your marketing campaigns hit the mark. As part of a
complete integrated, promotional marketing campaign, these service companies will save money, time, and reduce communication problems, and thus save your
future marketing channel relationships.