The Marketing Agency Talk

Many marketing campaigns include an “online” element. But there is a huge mis-conception among corporate communications people, that online means “web site”. But as a marketing agency advising your client, you should know clearly how an online campaign or online project can enhance your client’s business.

You cannot try to make the web do what it is not meant to do. The web is not a be-all and do-all for the business, neither is it just an online, interactive brochure. We must consider the strengths of the Internet:

1. Interaction
2. Feedback
3. Instant action

An entire business can be brought online, or the online element can complement and support the overall business. If you consider, for example, the Insurance industry. This is a very traditional industry and many of them has gone online today. How would you market affordable health insurance?

Take a look at this web site: 2insure4less.com (www.2insure4less.com) and see how they have done this. By using the power of the Internet, they are able to market a range of insurance services to anyone in the country. Better yet, this referral activity never stops. You can visit the site anytime, day or night. The site is simple to use with clearly stated buttons like Auto, Home, Life, Health and so on. Clear and unmistakable. Once you have selected one area, you then enter some basic information and the site immediately displays a list of possible quotations for you to select from. Websites like these fulfill the 2 criteria of interaction, feedback listed above and because of that, it induces the 3rd criteria, instant action from it’s target audience. In this fast moving world, people like to get things done instantly, not just fast. A website that provides premium comparison from several big insurance players instantly with a few clicks will definitely have an audience out there.

This is not a site review. But it serves to illustrate the point that the power of online interactivity can help you generate business in real-time. If instead, the website is merely used as a brochure, imagine the volume of business that they will be missing?

Hopefully, this example can give you some idea of how online marketing can help enhance your offline business.

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