Get more out of your budget with digital
Integrating the Web and email into your company's
marketing plans can pay off in many ways. It can help you reach
more people with deeper and more targeted information, and it
can help you get a higher return on investment from your company's
Let's take a look at one example to see how
this might work.
A clothing manufacturer that sells primarily
to mid-size businesses wants to increase sales outside its local
territory. They need to get information about their products into
the hands of their target market. Traditionally this goal could
be accomplished by printing thousands of full color product catalogs
and distributing them to the people who may be interested in buying
The clothing company might also run newspaper
ads or print ads in trade publications that reach their target
market. The drawback here is the limited space in print advertising
which prevents the company from showing more than a few of their
products at a time. And, a newspaper or print ad is seen for a
very short time, perhaps a day or a week in most cases.
Now, to integrate the digital world, the company
could build a high quality online product catalog. The online
catalog could contain far more product information than a paper
catalog without the additional printing and distribution costs.
The online catalog could be searchable and interactive. The cost
of this online catalog would be less than a print catalog of similar
Next the clothing company could run a 'lighter'
more focused traditional marketing campaign which has the goal
of pointing people to the online catalog. Instead of mailing out
a complete full color paper catalog the company would send a well-designed
direct mail piece at a fraction of the cost, which means the company
could make contact with far more people for the same budget. The
direct mail piece would point people to the online catalog for
deeper product information.
In fact, the direct mail piece could be several
different pieces, one for every subset of the target market, or
perhaps one direct mail piece for each main product area. The
clothing company could also run smaller newspaper ads, print ads,
and even radio or TV ads, all pointing people to the online catalog.
Of course the company probably still needs a
full color paper catalog. But with a focus on the online catalog
it is very likely the company will have to print far fewer paper
catalogs. This is especially true since more than 75 percent of
people in Canada have Internet access, and that number is only
The main point you should take away from this
article is that you don't necessarily need to increase your company's
marketing budget, but you do need to shift more of that budget
to your company's website and email marketing. And in doing so
you need to think about integrated marketing campaigns where the
Web, email, and your traditional promotions are all working together
to help you get more sales.
- - - - -
Where to now?