Marketing in 2013 & Beyond: 5 Myths Dispelled
We are often lead to believe that more and bigger, is better. However is this era of gizmos and gadgets, more is much more daunting than the simplicity of the past. Previously, the media consisted of the TV, radio, print publications and the mail. Today the Internet, social networks, satellite TV, cable TV, mobile phone applications, and digital airwaves make everything so confusing. This makes things really confusing for small business owners who want to advertise but don’t know where to begin. Which is better? Which will provide better exposure and profit for my company? More, certainly have people more perplexed.
AGD helps to unravel some myths surrounding advertising, marketing and the many options available to them.
Myth #1 – In order to get through to people I have to bombard them using every outlet available. Effective and smart advertising should never “bombard” anyone. Effective advertising should be intelligent, memorable and compelling. It is not necessary to use every media outlet available. Not only is this a lofty task, but a very expensive one. In order to decide which avenue is best for your business you must understand your consumer. If your consumers are primarily the elderly, chances are that advertising on You Tube will not be that effective.
Myth #2 – Consumers are so heavily inundated by the media that they have become immune to marketing. If marketing did not work, corporate entities would not spend billions of dollars annually on advertising. While it is true that consumers do prefer to fast-forward through commercials or invest in items that profess to have less commercial breaks, marketing certainly does have an impact. The key to standing out amongst all the noise is establishing an effective strategy. Advertise where your patrons are likely to see you. If the majority of your clientele are teenagers, Facebook and You Tube would be better advertising options than the New York Times. Once you have chosen the best avenues to reach your clientele, make sure you develop an intelligent ad campaign that is sure to catch their eye. For example, if you are targeting seniors, it is not a good idea to use small font, lots of jargon and loud colors. The key is to speak to your audience.
Myth #3 – If I have an ad displayed in a high traffic area such as a TV commercial, Google, etc., it will bring my company business. Simply having an ad presence does not guarantee business. Where is your ad located? What does it look like? What does it say? Do your consumers use Google? Placement, positions, size, design and content are factors in the effectiveness of your ad campaign as well as where you choose to advertise. So you got an ad on TV, now what? Does your target market watch TV or the channel you have the commercial placed on? What about the programming during your ad? Smart advertising is not just simply making an appearance on “the big screen”.
Myth #4 – My business can survive using “free” advertising. Many small businesses choose not to advertise because they feel that with all the rage in social networks and hubs, they can get away with “free” marketing. While having a presence on Facebook, Yelp, Twitter, Google, may do some to get your name out there, it is not very effective as an advertising mechanism. A Facebook page does not guarantee a spike in business and setting up a business profile on Yelp will not ensure great reviews.
Myth #5 – My Company is too small to embark on an advertising campaign.No company is too small to advertise. Many small companies shy away from advertising because of the cost and because they are unsure of where to advertise. Marketing does not need to be a huge expenditure. Marketing takes on many forms and could be as simple as sending out a holiday card with a discount offer to your current customer base. Regardless of the size of your budget or company, marketing can be as simple or complicated as you would like it to be. Effective marketing will ensure your company’s growth and success.