Marketing on the Internet--Renaissance consultants

Marketing on the Internet

Internet marketing is still in the experimental stage and the methodology is still in its infancy. A standard body of knowledge dealing with this is virtually non-existent--it is being written as you read this article.

The rules are changing day to day; this is why creative thinking is so very crucial. Using knowledge of both the Internet--which is fluid--and traditional marketing methods is essential so as to meld the two disciplines together, and avoid counterproductive results.

Suitability.

Determining whether the product/service can be marketed successfully on the Internet is the first step to Internet marketing. This usually requires a brief assessment of the product/service's suitability for this medium, including the firm's present traditional marketing and sales methods.

Assuming that the decision is to proceed to market on the Internet, clear-cut goals must be developed to maximize results.

The Ways to Market.

Many online publishers permit the blurring of lines between advertising and editorial content, thus offering additional opportunities not normally available in traditional advertising. Web sites are both official and unofficial places to sell--from the obvious sale (a site offering books for sale) to the subtle (a site listing jokes with ads that scroll across the screen). Deciding how to market your product/service is as important as the marketing itself.

The three main ways to market your product/service on the Internet are as follows:

Simple advertising. The use of banners and icons (e.g. a passive vehicle acting as an advertisement on Web sites, portals, and/or search engines).

Web site. Paying for a host service or putting up a free Web site on a server (using the site as both a static "yellow page" ad and an interactive media). [Note: A free Web site is not paid for directly, but, instead, provides ad space for others. Various ads (in the form of banners and icons) are put up on your Web site without your consent or control.]

Combination of both.

How to Choose.

When deciding what type of advertising to use, many different items must be taken into consideration: budget, personnel (both internal and external), required results, target audience, time, etc.

Which method of Internet marketing suits you? All of the positive and negative aspects must be taken into consideration.

Simple Advertising [e.g. banners and icons]

Positives:

Ads can be spread throughout the Internet in many different venues.
Once the ad has been constructed and sent in, your work is done. Whoever is placing your advertisements does the work of setting them up on the Internet.

Negatives:

Ads have to be paid for (and the fee, which is ongoing, is sometimes hefty).
Many Internet viewers just ignore the banners and icons that pop-up.

Web Sites [Paying for a host service]

Positives:

Web site can be listed with every key portal and search engine, so your name is definitely out there on the Internet.
People can be drawn to your product/service, if you have a good Web site filled with information people want.
Links can be exchanged (i.e. you can list your address on other Web sites, Directories, etc.).
Free choice of the Web site address (e.g. if your product is phones, your address can be www.phones.com).

Negatives:

Takes time and money to set up and maintain.
Both a good Webmaster and writer are essential, not only for the initial set-up, but for ongoing changes.

Web Sites [Putting up a free Web site]

Positives:

You don't have to pay for this. Main advantage over paying for a host service.
Web site can be listed with some portals and search engines (see Negatives).
People can be drawn to your product/service, if you have a good Web site filled with information people want.
Links can be exchanged (i.e. you can list your address on other Web sites, directories, etc.).

Negatives:

Ads (including banners and icons) are placed throughout your Web site without your permission or control; these ads can be garish and large. Main disadvantage over paying for a host service.
Web site address is not your choice* [i.e. if "We host your Web site, Inc." hosts your free Web site (and, for example, your product is phones), then your address might be www.wehostyourwebsiteinc.com/phones. Note: Your only choice would be in what comes after the front slash.]. Disadvantage over paying for a host service.
Some portals and search engines will not list you. A list of free hosting sites are kept--if your site includes one of these addresses, you can be denied for that reason alone. [*Note: one possible way to get around this is to locate the free Web hosting sites that will allow you to choose your own Web address. The only fee involved is domain registration.]
Takes time to set up and maintain.
Both a good Webmaster and writer are essential, not only for the initial set-up, but for ongoing changes.

Conclusion.

These types of decisions and many others must be made so as to avoid serious pitfalls early in the marketing process for successful Internet marketing.

Because the rules are constantly changing, management consultants are in a unique position to assist in the Internet marketing assessment, and in formulating up to date action plans. Experienced management consultants can bring their creativity, and up to date knowledge of both the Internet and traditional marketing techniques to bear on this unique window of opportunity that exists in today's Internet environment.

After determining whether the product/service can be marketed successfully on the Internet, making an assessment of suitability, deciding what type of marketing to do, and then melding the Internet marketing plan into your overall strategic marketing plan--you are ready to begin marketing on the Internet.

For further information regarding Web sites, please review the related article "Web Site Evaluation Questionnaire."

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Renaissance is a management consulting firm that specializes in implementation and adding value in short time frames for companies engaged in manufacturing, distribution and service.

Renaissance consultants are the publishers of the "NJ Directory of Select Service Firms and Organizations®."

Senior management expertise is available for assessment and implementation in the following:

Project management - using hands on leadership to help assure on-time and within budget completion of special projects by proven senior level operating executives.

E-business utilization/Internet marketing along with Web site evaluation and e-commerce.

Turnaround management, crisis management and interim management - for troubled and/or under-performing companies where Renaissance consultants' considerable management and restructuring experience can add significant value either in an advisory capacity or as temporary CEOs, COOs or CFOs.

Business Positioning - preparation of business plans, growth strategies and acquisition plans. Also break even valuations for companies seeking additional capital; sales growth; growth by acquisition; to enter new markets; to be acquired; or to go public.