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Did you know online marketing grew 33% from 2006 to 2007? As major companies and even smaller businesses have been directing their efforts to a better online presence, money has been taken from other marketing media and directed to online ads. In 2007 alone, $1 Billion was taken away from TV and Newspaper advertising and put online by the Top 100 Businesses which make up 41% of all advertising according to Erick Schonfeld in his article posted on TechCrunch.com.

While online marketing is growing stronger than ever and will most likely continue having the highest rate of increase over other forms of media, it still represents only a small portion of the dollars spent on advertising. Meaning, while it is becoming increasingly important to gain a solid online presence, there are still other highly effective forms of media still being used by advertisers and consumers alike. Here’s how Advertising Age broke down the ad spending in the U.S. for 2007:

- $30.33B Magazine - 20.4 %
- $28.22B Newspaper - 18.9 %
- $25.42B Network TV - 17.1 %
- $18.02B Cable TV Networks - 12.1%
- $16.82B Spot TV - 11.3%
- $11.31B Internet - 7.6%
- $10.69B Radio - 7.2%
- $4.17B Syndicated TV - 2.8%
- $4.02B Outdoor - 2.7%

There are still several mediums being used by the consumer that influence their purchase decisions. Aside from Outdoor advertising, each of these media outlets are also establishing their own web presence by having articles published online or TV shows and movies played online. These are also contributing to and encouraging the growth in online marketing as a significant form of advertising.

Being online is viewed by many small businesses as being a trend or big city, but from New York City to Idaho Falls, ID, marketing online is becoming more and more of the norm and a necessity in doing good business. In order to produce a successful online marketing campaign, the following are essential:

Good Media Mix
Directing consumers to your website. Even the customers you’ve already established need to know you have a website. Encourage people through your radio, TV, outdoor, etc. ads and customer letters or thank you/holiday cards to go to your website. A website is today, what a phone book was yesterday. Only you are not limited to what you put on your website as you are in a printed ad in the phone book.

Calls to Action

The website can’t just be built for the sake of having a website. There needs to be a clear purpose in your website with calls to action to drive the customer a certain direction to result in a call or a purchase. Having

Compelling Design
If your website isn’t attractive in look and in navigation friendliness, you will create an unecessary expense for yourself in the development of a website. Demming said of quality control in manufacturing that there is not cost in quality and that cost is real when quality is ignored. Of course, you will be spending more money to get a website to look good, however, Demming’s point was that a certain level of quality will always require a certain level of investment by everyone. Oddly enough, with web design, sometimes the worst designs can be the most expensive. High quality videos, Flash interaction, photos and - above all - rich content will all make your website effective in bringing customers to you.

Search Engine Optimization
A utility phone book, doesn’t list cell phone numbers unless it is requested by the owner of the cell phone. Similarly, Google and other search engines don’t recognize websites unless certain measures are taken to make a website known to them.

Having a website with these elements all take time and planning. It also takes time for a website to rank well on the search engines, so the earlier you begin your online presence, the better. As you are considering your marketing plans for 2010 and beyond, remember: While traditions are important and good, marketing will only continue to be profitable for your business if you stick with what is effective and not just keep doing what you’ve traditionally done. Your business will grow best with the forms of media that are growing and are most effective. Right now, internet is the medium to watch.

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