One question that any small business owner must ask him or herself when embarking upon an Internet marketing strategy is this, Should I stick only with Internet marketing or use it as an adjunct to my other marketing efforts?
I think the answer depends on your own circumstances and goals.
If your business is an Internet-only business, then Internet marketing as a standalone strategy might be the way to go. However, if your business is a local retail shop, then you definitely want to do some off line marketing within your community.
Marketing is not a zero-sum game. It’s also not an exact science. You have to do some experimenting and see what works for you.
But when you start experimenting with online marketing techniques, it helps if you spend some time studying what others have done before you. Not that you have to copy everything that’s been done before, but if you are going to try something different, then you need to know why you are veering from the acceptable norms. That’s true in any profession.
For most businesses, Internet marketing strategies make for good adjuncts to whatever else you are already doing. I’d say it’s a rare situation where you would completely replace your traditional marketing with Internet marketing.
The challenge for most businesses to decide is what mix of Internet marketing you want to accomplish and what mix of the traditional you will incorporate.
Once you decide on your total marketing plan, then you implement it. Get aggressive with whatever strategies you decide to employ.