I have a client that is extreamly reluctant to any online marketing. Does anyone here have any good articles/surveys/data for this type of situation that I can use as references in my proposal? For instance, some good clickZ articles or something?
Convincing Traditional Marketers to Adopt New Media
- Thread starter avantrosa
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Is there business primarily brick and mortar or online? If it's online, then they're retarded. Move on.
Background is brick and mortar... the new business is both online and offline though.
Hmm...I would figure out what they pay for traditional advertising. Break it down by to cost per customer, and do a comparison of the two. I think that they'll find online advertising to be more focused and cost effective.
Honestly, if someone is still in the dark about the internet, man, I think the boats already sailed. If the competition in their industry looks like its still in the dark ages, I'd tell them to go over and start reading marketingsherpa.com and internetretailer.com.
The good thing about the industry that your client is in (not soley-web based) is that you could probably do a broad keyword + geographical location strategy for pennies per click. Depending on what a lead/sale is worth to them, explaining the relative low cost should be just as good as any article.
If they are afraid of the internet at this point i wouldnt even attempt to bring them in to the light. This is the crap we went through in 1999, now people beg for online advertising, i say move on, there are so many other clients out there who want in on the online advertising craze.
If you choose to pursue this, there are reports that show that the younger demo spends more time online than they do watching TV, also last year The Gap removed all of its TV advertising in favor of online adv, they only came back for the holidays and have since abandoned TV again in favor of the internet. many other advertisers are making a shift like this to spending more online than traditional areas. Also look at the biggest companies in the world, microsoft (computers and internet), citibank (pushing everyone to online banking), shit even wal mart has an affiliate program
If you choose to pursue this, there are reports that show that the younger demo spends more time online than they do watching TV, also last year The Gap removed all of its TV advertising in favor of online adv, they only came back for the holidays and have since abandoned TV again in favor of the internet. many other advertisers are making a shift like this to spending more online than traditional areas. Also look at the biggest companies in the world, microsoft (computers and internet), citibank (pushing everyone to online banking), shit even wal mart has an affiliate program
Depends what kinda brick-and-mortar biz they have.
is it adaptable to online?
I'd think every biz would be, even if they can't do fulfilment easily, the internet can do very low cost lead generation which they can follow up via offline means if they want to.
You could print out the financial reports for Amazon and show it to them.
Failing which, you could look at some of Dan Kennedy's marketing material.
I don't think 'internet marketing' is a business model per se, but just one of the tools to help them achieve their goals.
You can throw a rock anywhere and get the reports you are looking for, whether it's over at mckinsey.com or IDC or Gartner.
heck, i think the US govt even commissions some reports on this.
If you can't easily shift the mindset of the client, then i'd suggest moving on.
Anyone who can't see how they can benefit (even if it's just email marketing), deserves to be rendered obsolete by faster moving competitors.
is it adaptable to online?
I'd think every biz would be, even if they can't do fulfilment easily, the internet can do very low cost lead generation which they can follow up via offline means if they want to.
You could print out the financial reports for Amazon and show it to them.
Failing which, you could look at some of Dan Kennedy's marketing material.
I don't think 'internet marketing' is a business model per se, but just one of the tools to help them achieve their goals.
You can throw a rock anywhere and get the reports you are looking for, whether it's over at mckinsey.com or IDC or Gartner.
heck, i think the US govt even commissions some reports on this.
If you can't easily shift the mindset of the client, then i'd suggest moving on.
Anyone who can't see how they can benefit (even if it's just email marketing), deserves to be rendered obsolete by faster moving competitors.
You're a moron. I don't specialize in selling reluctant businesses on internet marketing. I don't have time to aggregate a bunch of useless numbers. I am doing this as a favor, within a time constraint. Oh, and don't come here with your six posts telling me I don't know anything about internet marketing.
But thanks everyone else for the responses!
I just saw that IDC has just released a predictions 07 report at IDC Predictions Research 2007
Looks like they've jumped on the long tail bandwagon too ""Prediction 4: SMB Long Tail" Will Drive New Models, Attract New Disrupters"
From what you're saying, it sounds like the client has some specific reservations about online marketing, maybe addressing those 2-3 objections will unlock their resistance?
I know how tough it can be, some guys can be tough nuts to crack.
Good luck.
Looks like they've jumped on the long tail bandwagon too ""Prediction 4: SMB Long Tail" Will Drive New Models, Attract New Disrupters"
From what you're saying, it sounds like the client has some specific reservations about online marketing, maybe addressing those 2-3 objections will unlock their resistance?
I know how tough it can be, some guys can be tough nuts to crack.
Good luck.
You first said you needed articles for your proposal and I suggest you use your past "useless" numbers to show how great of an internet marketer you are, and you call me the moron.
You are the one asking for help.
Perhaps your prior project numbers are "useless," if they weren't then using them will get you farther in proving your usefulness.
Good Luck. //g
You are the one asking for help.
Perhaps your prior project numbers are "useless," if they weren't then using them will get you farther in proving your usefulness.
Good Luck. //g
Bro hes not trying to convince someone that he is a good marketer, trust me he is, hes trying to convince someone to take there business online, Since hes probably not in the same business and doing it online, his numbers are useless. You better watch your lip boy!
Ok you're right. When you said push my own numbers, I figured you meant developing my own industry-wide figures, which already exists, and are what I'm looking for to use as collateral.
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