Sending Mixed Messages
I had a children’s toy manufacturer that benefitted from simply posting testimonials and allowing for honest feedback about their product from moms on their site. Research shows … new moms are more likely to buy a product that has [been recommended by] other moms. You don’t have to implement a complicated or ultra-creative new-media strategy to be effective. Sometimes simple ones work just as well and get the job done even faster!
PM: What are some of the benefits of incorporating these new methods into a marketing plan, as opposed to using more traditional means?
HB: There are many benefits of including new media in your marketing mix:
1) Cost. Updating your Web site with new promotions and featured products is much cheaper than having to revise a printed brochure or television commercial.
2) Speed. You can test new promotions, price points or products and get instant feedback on whether or not your campaign is working. The Internet allows for real-time tracking and immediate feedback into a campaign, whereas traditional advertising is more difficult to track.
3) Wider audience. The Internet allows you to easily open your product and services up to a global audience in a way that most traditional media has not been able to do.
4) Levels the playing field. When done correctly, new-media marketing can essentially level the playing field between a large business and a smaller company with a limited budget. Think creative viral marketing campaigns or excellent search engine optimization strategies—both can be implemented at a fraction of the cost of any traditional advertising campaign.
PM: How can these approaches help better sell products?
HB: No matter how creative and successful a new-media marketing campaign is, it’s the quality of your Web site that will turn that visitor into a lasting customer. Your Web site should be the center of all your marketing efforts and reflect your professionalism and show customers that you are a trustworthy and credible company worth doing business with. Use your Web site as a forum to showcase products, customer reviews, feedback and latest promotions. … Include tell-a-friend incentives and always encourage visitors to sign up for your e-mail list.