Living in the information age has many advantages, but marketing to specific audiences and niches presents specific challenges. How can we best reach our target audience or attract new customers? Is there a way to bridge the gap between traditional and online marketing?
The simple answer to the latter question is, “yes.” In fact, doing so is no longer a matter of choice; it’s a matter of survival. Successful marketers know when and where to use each.
relying heavily on online marketing works for businesses that match one of two basic criteria:
- You have a brick-and-mortar company but you do a considerable percentage of your business online
- You only do business online (eg. e-commerce)
In both instances, a strong online marketing presence is critical to success because you are dealing with a customer base that extends beyond a single location or geographic area.