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Metaphorical Marketing Quicksand

890 Words4 Pages

You are the owner of a small business who offers a product or service that has immediate value to consumers or other small businesses. However, the competitive landscape has your offering sinking in the metaphorical marketing quicksand. As a business owner, you have a variety of channels to market your product or service, but you are not quite sure which will offer you the best return on investment (ROI). How do you make the right decision to make your product visible to consumers?
Historically, small businesses concentrated their marketing efforts on billboards, tv and radio ads, direct mail, and referrals. Let’s compare the ROI on these antiquated marketing channels with today’s digital opportunities. While a number of variables go into the …show more content…

Perhaps...However, you also want to ensure that the marketing funnel, or the steps that it takes to get from the ad to your website, is a smooth one. While most people have their phones on them at all times, are they likely to pick up their phone, search for your website, then visit your website while they are listening to the radio (and probably driving) or watching live TV or Netflix? If a person is driving down the highway, and they see your billboard ad, are they likely to pick up their phone (again, while driving) to visit your website? Possibly…but considering the high costs involved in traditional marketing, most small businesses today are looking for a cheaper, more effective approach to marketing with a higher …show more content…

Simon Grabowski, CEO and founder of GetResponse suggests “Digital marketing is vital for SMBs and our survey numbers bear that out. Marketers are investing accordingly, given the substantial return on investment delivered through web-based campaigns.” The article highlights statistics that show “70 percent of small to medium sized businesses said they will increase their digital/web-based marketing budgets this year. Additionally, small business marketing statistics from 2016 indicate that 62 % of small businesses are investing 4% to 12% of their overall revenue in

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