Firms urged to mix web marketing with traditional methods
Wed, 08 Jul 2009
Internet marketing is not the only way for small businesses to advertise their products and services, it has been suggested.
Writing for B to B magazine, eti Sales Support chief executive Michael Falkson said traditional methods could also be used as part of campaigns to raise consumer awareness.
He said that marketers may believe that inbound, web-based marketing provides more value for money than traditional, outbound methods such as telemarketing, but there is a place for both in the modern business environment.
Mr Falkson explained: "Web inquiries - especially those requesting content - are not truly leads but generally consist of 'hand-raisers', or inquirers.
"They are not nearly as valuable as qualified leads, especially where complex products or solutions are concerned."
He suggested that outbound marketing can be extremely valuable for firms, providing the real costs are known and the focus is placed on fully-qualified, sales-ready opportunities.
Effective management of the sales process is also needed, he added, as poor processes, systems and exercise of control inevitably result in higher costs per sale.
Last week, the va4growth.com blog reported that using internet marketing, business owners can access their target markets without the need to face the customers personally or spending too much money on advertisements.
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