Hmmm… I have heard this a million times. And frankly, I’m tired of the excuses.
“My clients don’t use the internet.”
“My clients are older.”
“My clients are not technically savvy.”
“My clients only respond to conventional advertising.”
First of all, stop making such assumptions about your audience! And even if your current audience are the way you presumptively describe them, do you not want to open your company up to a new audience to augment your marketing?
As so eloquently stated in the latest edition of Marketing Profs e-newsletter:
David Meerman Scott, in a post at his Web Ink Now blog says:
“Nonsense! These days everyone is online. Executives use Google, government workers read blogs, people who donate money watch YouTube videos. And even if they don’t go online at work, they do at home. Stop making excuses and reach your buyers in the way they want to be reached.”
The internet is the fastest growing, most accommodating, flexible, laser precise, form of marketing available today. Expand onto the web, and if your current audience doesn’t respond accordingly, then capture a new one.