E-Marketing Budgets - How big is BIG? - Convergence
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Online media is often looked at as a separate entity from offline media. It gets its own slice of the budget, is planned and managed by separate agencies, and is often approached with caution and confusion by traditional-minded marketers. It doesn't help that the online industry itself is so fragmented, with agencies and consultants cropping up for every tactic from SEO to PPC to affiliate marketing.
If you take the word "online" away from "media," then the tactic simply becomes "media." It's just another channel to reach your targeted market. Slicing up your budget, no matter how big or small, becomes much easier if you fit your online media into a cohesive plan that is designed to reach your target audience no matter where they go -- online and off.
Media convergence is growing. Many offline marketing tactics support and enhance your online tactics. Just displaying your website's URL on product packaging, business materials and billboards can greatly increase your traffic. Likewise, media companies that own websites, TV networks and magazines can offer you integrated packages that enable you to reach your audience at multiple touch points. Even those of you with the smallest budgets can benefit from this (e.g, by advertising in local newspapers that display your ad in both their print copy and via their website).
Conclusion
It is much easier to reach a large amount of people with little or no money in the online space than in the offline space. Likewise, the definition of a "large budget" is different online than offline. Understand your options before making media buying decisions that focus on only one or two tactics. Realize, also, that the smaller the budget, the more likely you are to focus on just online media, rather than traditional (and expensive) offline tactics. For those of you with a larger budget, the possibilities are endless and the audience is there, so don't let anyone tell you you're budget is too small.
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