Online Marketing
A lot of “content” has been written about the rise of the online opportunity for marketers. To date there still seems to be a sense of The Black Arts about how to manage Online as part of an organisation’s Marketing Mix.
The rise of the Online Strategic Agency has been in full swing for a few years now and there are several good ones about in Australia. But as former head of Tourism NSW and now Chairman of a Melbourne based online agency John O’Neil put it, there is a “Opaqueness” to the industry. Clients (particularly SME’s) still have a great deal of frustration comparing “apples with apples” as different agencies will offer not only different ideas but many will have their own software, preferred coding languages and hosting deals.
Businesses are forced make decisions about possible future problems, platform versatility and contract implications when they choose an online marketing supplier and this creates a minefield of invisible potholes.
Nimbler is a an Online Strategic Marketing firm that offers not only down-to-earth Online Strategy advice as well as the latest execution and creative services. When it comes to Online Marketing, we believe that it is now almost impossible to separate online strategy from the overall strategic planning of a business.
In fact, we hold a philosophy that all Strategic Planning and Marketing Plans that do not immediately utilise online opportunities face massive challenges to remaining relevant into the future. Beware the business that uses the internet for promotions and e-commerce alone however. Marketing plans today should have a balanced approach (including an execution plan) that includes the examination of all the following within a marketing mix:
- Website Design and Implementation
- Search Engine Optimisation and Marketing
- Social Media Marketing
- E-Commerce planning and execution
- Email marketing
- Mobile Marketing
Perhaps the most important strategic component however is the issue of “Content”. It sits behind all online executions and is often overlooked in the initial heady stages of online marketing planning. While attractive websites, social media set-ups and Search Engine Optimisation plans might feel like the critical factors in getting online marketing right, within 6-12 months, the only activity left worth focussing on – reinforcing all of the above components, is the regular and efficient development of “Content”.
Developing relevant, deep and attractive content on an ongoing basis is perhaps the greatest opportunity for your brand online.
Of course nothing will ever replace the value of a Great idea. It’s why advertising agencies around the planet continue to represent value for companies with the budgets to pay for ideas. But a great Online Strategic firm will know how to match the ideas’ value with online execution that maximises ROI.
If your business is not getting the most out of an online presence, feel free to contact Nimbler for an obligation free discussion.