Ask the consultant: Is online the best way to advertise for an online business?

  • Updated: February 7, 2010 - 11:35 AM

Q For my online business, is online the best way for me to advertise?

TINA WICK WWW.GPURSE.COM

A Given the fragmentation of media in today's marketplace, effective communication with target customers requires a variety of media. In such situations, it is important for you to have the right mix so you are able to "touch" your target customers at multiple points.

If you simply focus on online promotion, you may be missing out on opportunities to reach your target consumers who may not use Internet to a great extent. It is not common for online businesses to also promote via offline media such as TV or print and to have success drawing traffic to their websites.

Before you decide on which medium you want to use for promoting your product, carefully consider the following: Who are your target customers? It is important to understand the demographic, psychographic and technographic profile of your consumers because it will allow you to understand, among other things, their media consumption habits or their media preferences. This will also give you some understanding about which communication media may be right for your product.

The next set of questions you want to ask yourself involves business goals: What are your communication objectives? Do you want to create awareness, or create a pull in the marketplace? Different media will work better for different communication objectives. You may also want to consider the timeline of your overall promotion activity and the amount of money you will be allocating to promotional efforts, because they also dictate the choice of media.

AVINASH MALSHE

ASSISTANT PROFESSOR OF MARKETING,

UNIVERSITY OF ST. THOMAS

OPUS COLLEGE OF BUSINESS

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