Marketing is an inalienable aspect of selling any product or service. While marketing has existed in some rudimentary form, ever since the dawn of production, the Industrial Revolution has taken marketing to a whole new horizon by multiplying production, and increasing competition. The importance of marketing can be gauged from the fact that even well established brands spend millions of Dollars every year on marketing. No matter how good a product is, unless it is properly marketed and consumers are aware of it, it may go down the drain of one of many failures.
The development of mass media in the mid twentieth century (Radio in the 30’s and then Television in the 50’s) provided producers all over the world a new platform to reach their consumers. Similarly, the revolution in Information and Communication Technologies (I.C.T.) in the 1990’s has not only opened a new vista for marketing, but it has taken marketing to a whole new level, making it more interactive, and affordable. While some were quick to realize the limitless potential of the internet, others exhibited an interia to move into this field. Still, within a decade it was clear that ignoring internet will not be possible for anyone, no matter how big or small a brand is.
As Capitalism favors diversification, division, and specialization of every labor, within some years the field of Internet Marketing was taken over by professionals, and rightly so. Internet Marketing includes a host of services ranging from SEO (Search Engine Optimization), SMO (Social Media Optimization), Online Reputation Management, Content Writing Services, Media Planning, Google AdSense, Online Ad Campaigns, PPC (Pay Per Click), email Marketing, Mobile Advertisement and much more, each requiring special expertise. As most of the companies have neither time, nor the required resources and expertise in these marketing techniques, they outsource this work to companies specializing specifically in Internet Marketing. Though while assigning someone the job of Internet Marketing for your company, you must check some basics first.
There are some firms that provide all the above mentioned services from SEO to email Marketing, as a package. Always choose such a firm as they can offer you a holistic approach for the whole marketing campaign. Assigning different tasks to different companies may temper the overall tone of your campaign.
It’s always better to trust someone who has been around for a while, and is well versed in the rules of the game. Experience does matter in marketing. Trust someone having at least a decade of experience in the field, under their belt.
Checking client history is a time tested prescription. Go through the client history of the short listed companies. Check do they have some big brands to boost off as their clients. Also check do clients prefer a short or a long term association with them. If possible speak to some client, and ask their experience of working with that particular company.
Always post a query, or speak to someone in customer support staff before finalizing someone. It’s always better to speak directly, explaining to them what exactly you want out of your marketing campaign, and then analyze how better their team understands your requirements.
Checking the company’s local reputation may also be worthwhile. If you can find and speak to some of their local clients, then always avail this opportunity. Someone from the same locality can always tell you a thing or two, about their reputation, and work history.
Internet Marketing is an important component of your overall business strategy. It can make or break your brand image. It’s crucial that you choose someone who can maintain and build upon your virtual brand image. If executed properly, you can reap windfall gains through successful Internet Marketing.
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