Have You Adapted Online Marketing To Change?

This post shows how a business owner should integrate his/her online marketing strategy to the recent and remarkable change in consumer behaviour.

Previously, before the Internet revolutionized marketing, consumers trusted in traditional media such as local newspapers, TV and radio stations to find local products and services.

Today we can say that the Internet has beaten yellow pages and newspapers as a primary source for local consumer service information. Due to the technological development of the Internet as well as of the PC and mobile devices, consumers can use search engines like Google to find local products and services online. Figure 1 below shows how consumers find local businesses on the Internet.

Figure 1. How Consumers Find Local Businesses


Revolutionary Change in Consumer Behaviour

This year of 2014 a significant milestone is reached, when over 50% of all local searches are performed on mobile devices i.e. on smartphones and tablets. Please see the figure 1 below. This is good news for local business owners, because people perform these searches when they are on the road.

Figure 2. Mobile and Desktop Internet Users


This revolutionary change in the consumer behaviour is sensible to take into account when planning your online marketing strategy. It is more efficient and less expensive to advertise on the Internet compared to traditional newspaper advertising. Why is it so?

Online Vs. Newspaper Advertising

Firstly, online advertising is efficient, because it is continuous 24 hours a day and 7 days a week activity. In addition, it reaches consumers wherever they are with their devices. Compared to this, traditional newspaper advertising can reach consumers only when they get a newspaper where you have placed an ad.

Secondly, online advertising is versatile with multimedia content i.e. it includes a combination of text, audio, still images, animation, video or interactivity content forms. When we compare this kind of rich content marketing to newspaper ads, it is easy to see how superior online advertising is. Old-fashioned newspaper ads do not offer such a versatility of features.

Thirdly, online advertising is less expensive than newspaper ads. We can say that it is very cost-effective, in other words it produces good results without costing a lot of money.

For example, if you place a one-time full page ad in the Dublin Gazette we are talking about a price range from €1550 (1 title) to  €6100 (7 titles).

How do these prices compare to our services i.e. what would you get from us for the prices? The following comparison does not provide exact prices of our services, rather it gives a general idea.

Example 1. The Dublin Gazette Advertising Vs. DotComSecrets Local Services

The Dublin Gazette, 1 Full Page Ad in 1 Title for €1550

DotComSecrets Local Services for €1550

  • WP Mobile Responsive Website, 5 Pages, Theme Based
  • SEO Basic, 3 Keywords for 4 Months

Example 2. The Dublin Gazette Advertising Vs. DotComSecrets Local Services

The Dublin Gazette, 1 Full Page Ad in 7 Titles for €6100

DotComSecrets Local Services for €6100

  • WP Mobile Responsive Website, 5 Pages, Custom
  • SEO Mobile 5 Keywords for 7 Months
  • Intermediate Local Buzz for 6 Months
  • LinkedIn Marketing – Small for 4 Months

As you can see from the rough price comparison above, online marketing satisfies all the before-mentioned criterions of efficiency, outreach, versatility and cost-effectiveness.

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5 Shocking Faults Damaging Your Online Reputation

Wikipedia provides a good definition for reputation management: “Reputation management is the understanding or influencing of an individual’s or business’s reputation. It was originally coined as a public relations term, but advancement in computing, the internet and social media made it primarily an issue of search results.”

A business owner’s reputation is very important. There are 5 faults that can damage your online reputation:

1. Unflattering newsORM
2. Pictures
3. Negative reviews
4. Blog and forum posts

These negative items can be related to your person, your business, brand, products and services. In addition, they can be posted and spread instantaneously throughout the online world. These can damage your status and affect your sales. It would be a big mistake not to pay attention to them.

What Is Online Reputation Management?

Your online reputation is your image on the Internet. Online reputation management (ORM) is about improving or restoring your name or your brand’s good standing. This is by countering, weakening or eliminating the negative material found in the Internet – defeating it with more positive material to improving your credibility and customers’ trust in you.

Why Is ORM Important To Your Business?

Potential customers change purchase decisions when they see bad reviews, negative blog posts and comments which can spread in various channels such as in search engine results and in social media networks. These can gravely affect your brand and your business. That’s why it’s important to have your online reputation monitored and have these negativities mitigated – while proactively building positive reputation.

Are you an Irish business owner interested in our Online Reputation Management service? Would you like to know more? Now you can order our Free Online Reputation Management Service Collateral through form below. Just enter your full name, email and phone number.

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