Internet usage in the United States continues to increase unabashed. In 2000, only 30 percent of the U.S. population was an active daily user on the internet. In 2009, that has increased to over 75 percent in 2009, and will continue to increase as broadband is extended to more rural areas of the country.
All businesses have been impacted by the rise of the internet. Some for the better and some to their peril. One of the more adversely impacted industries has been mass media. Where daily newspapers were previously a go to single point source for news and information, the internet provides readers now with many more options. The user is now much more empowered to get the news and information that he/she wants.
The changes to the mass media industry have also changed many of the old rules of marketing and advertising. Reaching a mass audience in a cost effective manner is becoming more difficult. However, the new rules of marketing allow for niche providers to be able to find their audiences and keep them informed of their products and services. Individuals perform “Google searches” when they are in need of a new product or service. An effective marketing strategy should be in place to capture these searches and provide individuals with the quality information they are looking for as well as inform them about your business. Whether you focus on business to consumer, business to business, ecommerce, or non-profit, the primary key to web marketing is delivering value to the customer in the form of content.
The good news is that internet marketing can be much more cost effective than the old costs of advertising. However, everyone needs a web strategy to ensure that potential customers can find the information they are looking for. By finding this information, they will also discover your business. Developing a web strategy will take time and cost money to execute and will usually include some of the following items: keywords, position statements, fresh content, podcasts, blogging, videocasting, and/or social networking. Properly done, this type of strategy can create a law of attraction, where customers start being drawn to you.
You may need to engage an internet consultant to help you develop strategies to attract new customers to your website and your company, but it will be money well spent, as more potential customers use the internet to find your services or products.
For additional information, please contact Jamie Downey at 800-849-6022 or JMDowney@DowneyCoCPA.com.
