Its true, shoppers and businesses are now turning to the internet to find a terrific variety of products and services. This is of course partly due to the economical nature of online advertising as opposed to more traditional forms of marketing activity. However, it is also evidence of a more significant shift in the arena of marketing. The message has changed;

Don’t sell to everyone – Sell to someone

Nearly all traditional forms of marketing relied on broad brush campaigning. Its a numbers game, approach enough people and percentages state that you should get a good proportion of customers from the drive. Now we realise this approach is expensive, harmful to the environment and to be quite honest, ineffective.

A far better method of marketing is to identify your target market and personally approach them. Obviously very difficult with traditional methods but with the digital age this is exactly what we can do. A search or a click through is a direct request from a prospective client about the service or product you are selling. You know that they are interested because they clicked.

How we then deal with the enquiry is one of the most important areas of development on the web today. We need customers to remain on our sites, find what they want and have clear calls to action as to what their next step should be. We should also profile the customer so that we can market to them in the future.  If you would like more help to define your marketing strategy and take advantage of a growth market in a shrinking economy then the web is where the smart money goes