Let the Internet and printing sync for your advertising!

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I often tell the traditional enterprises in marketing training to pay attention to network marketing, why should pay attention to network marketing, I took out the marketing theory of advertising closed loop.

What is the closed-loop theory of advertising? Is that your ads are put out, perceived by potential consumers, consumers take action to find your products or business, find after the production of consumption, you earn profits after the next round of advertising. These activities form a closed loop of advertising, and he continues to create profits for you.

Now in this ad closed loop, consumers looking for behavior and ten years ago has undergone a great change, most of the search link was moved to the Internet. If you do not value online marketing, consumers in the Internet is difficult to find your advertising content, most of the circumstances to give up. This time the advertising ring is interrupted, you lose not only a sales opportunity, but the previous investment in a large amount of advertising costs wasted, even lead to business chain, cash flow interruption of the enterprise to dangerous situation.

Think about the TV ads, newspaper ads, magazine ads, street signs, direct mail printed matter, because the traditional media advertising less information, timeliness is poor, if we do not have this demand when access to advertising, we will not take action, but when we need, because time is too long, May only remember the words in the advertisement, how do we do at this time? Through Baidu, Google and other search engines to search which words, and then see your information, reach your website, contact you and buy products.

While many retailers continue to invest in newspaper ads, they rarely put those ads on their e-commerce sites, according to research by Rosetta, an interactive marketing agency.

A study of 30 retailers found that, in most cases, eye-catching products in newspaper advertisements were not readily available on the web, and that even the price of many products did not match the advertising of newspapers and websites. Only one-tenth of retailers add products from their ads to the home page of their websites. Only 16 per cent of retailers have highlighted their web sites in advertisements, while many other retailers ' URLs are very small, placed at the bottom of the ad, and even omitted.

"What we're seeing is that retailers are still not getting online when they're offline." "Retailers spend a lot of money on newspaper ads but don't work on the basics of Rosetta marketing," says Eric Cantini, a partner. Most retailers do not even advertise their websites, but are bothered by quotes that are inconsistent with the brand's advertising and Web sites. They are simply wasting money. ”

Only one retailer got Rosetta's pass score, which is the 76th-place home improvement chain--lowes Cos of the online retailer's Top 500 guide. It got 74 points in the 100 points set by Rosetta. Lowes through newspaper ads to encourage consumers to visit their website (www.lowes.com/community) to gain reputation. Its website introduces the work of retailer community service. By highlighting a Web site on how to reduce consumption and costs (www.lowes.com/efficienthome), and encouraging users to visit a gift-giving recommendation website featuring "Father's Day" gifts, as well as continuing to aggressively promote the products on its home page in advertising, To build itself into a source of information.

Rosetta gave 43 of retailers a failing grade because they didn't take any action to drive consumers to visit their websites or to provide information about their websites in newspaper ads. This allows consumers to not understand the product, and caused the ads and the content of the site does not match.

Rosetta made the following recommendations for retailers:

• Ensure consistency of information on the newspaper and website.

• Allow consumers to easily find the product on the website for the newspaper advertisement.

• Adjust the site search tool so that the products in the newspaper ads appear above the network search results.

Use a newspaper advertising website to make it an alternative channel for expanding choices, commodity guides, and information.

After editing this article will be included in the "business of the operator-Web business Success" expected publication date December 2009