Choosing the Right Marketing Tools
Modern advertising has its roots in the nineteenth century as both mass market newspapers and magazines were developing. Thomas Barratt the father of modern advertising married into the Pears Soap family. He pioneered brand positioning through advertising by combining memorable slogans with quality artwork, successfully establishing Pears as an aspirational brand.
The Need for Advertising
There are many examples in commerce where an inferior product gains dominance because it is better marketed, the text book example being VHS versus Betamax. It’s a fact, it doesn’t matter how good your website is or how good your products are, if no one knows about you, then business will be tough or even worse.
Advertising, marketing or promotion, whatever it is called is essential so that people know about you and your products. We now have more tools available than ever before, the real challenge is to know what to use and when.
The Choice of Tools
Until the mid-nineties, the tools available to promote your business were, comparing to today, somewhat limited. Advertising enjoyed the glamour, but other tools were also effective:
- Sales teams
- Networking/Word of Mouth
- Direct Mail
- Public Relations
Download our quick guide to choosing the right marketing tool
Now whilst the tools above still have their place, we have many additional tools:
- Search Marketing, both Search Engine Optimisation (SEO) and Pay per Click (PPC)
- Email Marketing – Used for both advertising with E-shots and brand building using newsletters
- Affiliate Marketing (Hosting ads on your website, placing ads on other websites)
- Social Media, the newest and a difficult one to grasp
Targeting and Measuring Results
Digital Tools can be targeted much easier than traditional ones. Just think about the information on your social media account, or your search history, this can be used to establish what you are interested in. Effectiveness is now much easier to track, through hidden codes in campaigns, analytical tools allow us to accurately measure the effectiveness of a campaign.
Choosing the Right Tools
Now with more choice, more tools and more data to analyse, the task of deciding what to use and when has got more difficult, a lot more difficult! There is a real danger of missing an opportunity due to “tool and information overload or equally, there is a danger of picking the wrong tools and wasting money.