Marketing Fundamentals

The New Face of Marketing

By Christine Dubyts, Dubyts Communications

It's no secret, traditional marketing is out, digital is in. Take a look into the new decade - there are many opportunities afforded us with the new digital age upon us. Here are some recommendations going into 2010 about whether you should BUY, TRY or LET IT FLY!


Now more than ever you need to evaluate your website. Ask yourself:

  • Is there relevant content that provides value or does it contribute to clutter on the www?
  • Is it driving leads to my business?
  • Does it contain credible links?
  • How professional, powerful and reliable is it?
  • Where does it rank in the search engines?

We're seeing more and more customers looking to rework their website from a pretty online brochure to a working part of their sales pipeline, as well as a resource for clients and prospective clients around the globe.


Organic SEO is created by providing relevant content and interesting links. Look at investing more time and money in the new decade to change and add relevant content to your website to maximize and optimize search engine results. Relevant, valuable info will help you build link popularity and increase your search engine rankings organically.


There is so much information on the internet the search engines are working to refine search results even more. In response to this some businesses are developing mini sites or landing pages with messages targeted to identifiable buyer personas. This might be something to try going forward, but watch where the trends are going and if you do try it, make sure to measure and respond accordingly.


Organic SEO rules but paid search can still result in highly qualified leads so we suggest you buy into this marketing tactic in 2010. The world of paid search hasn't seen much in the way of change, other than the development of some great analytic tools to help you refine your own key word selections.

Watch this technology going forward to determine whether Microsoft and/or other's try to break into Google's domain. If anyone is successful at gaining enough loyal searchers you may want to try paid search on their search engine.


If you're not already using an email management/dissemination service it's time to do your research and buy into this inexpensive method of marketing. As a reseller of Constant Contact we've done significant research and find their technology and services one of the best on the net.

Email is certainly the most popular format of communication and as long as you maintain a clean, permission based list this is a great way to market your business. If you don't have a clean, permission based list this investment is well worth the time and money as email marketing promises to remain fairly predictable in 2010.


We're in agreement with John Arnold, writer for Entrepreneur Magazine. If you're blogging to keep existing clients informed or to increase your search engine rankings this is a great tool. However, if you're blogging to get new customers this is not the tactic. As he puts it, "2010 will be the year that exposes the blogosphere's vulnerability to the law of averages. Converting prospects into customers depends on driving visitors to content that maximizes conversions and that means your conversion rate is only as good as the content on your landing page. If that landing page is your blog and your blog changes frequently, your conversion rate is only as good as your latest blog post."


We did some work for a client back in 2003 who was looking at mobile marketing in Europe. At that time there were more cell phone contracts than there were people in the UK! An absolutely phenomenal number. Well, we're not quite there in Canada, but marketing to people on their mobile devices is starting to become more popular as car manufacturers, and other larger companies are investing in .mobi websites, applications, text messaging and couponing via the cell phone. Check out your website statistics and you should be able to determine how many people are accessing your website via a mobile device. Poll your customers to see where they stand on mobile marketing and then maybe give simple text messaging a try in 2010. Keep your eyes on this fast moving target. It may be the next big thing!


This medium is losing popularity to video every day. As in print, black and white tells but color sells, in online marketing, podcasting can tell the message but video has a far better chance to sell it because it engages not only your audio senses but your visual senses as well. It's also much easier to create emotion and a memorable brand experience with video.


Online video is interactive, memorable, accessible, transferable, as well as relatively inexpensive to produce (depending on the results you're after). Video can be extremely powerful in communicating a message and has the potential for dissemination via email, websites (YouTube), blogs, Facebook and a myriad of other electronic methods. We continue to experiment with video and have had some great success integrating video, flash and static web components to create a highly engaging marketing tactic. Don't go out and hire a videographer without first determining if and how it will fit into your marketing strategy going forward.


Yes, we have a facebook page, a twitter account, we're "linked in" and we even have some followers, but we've done it partly as an experiment for ourselves, to learn the tools and to ensure we're on top of this new phenomenon. And while it make sense for some businesses to spend significant time and effort on this medium, if your clients or prospective clients don't visit these sites then they won't do much for your business. Do some research to find out whether your clients are in fact involved in these social media arenas. If you do go here, make sure you are clear on objectives, integration with other mediums, creative platform, messaging, etc.

And while digital marketing tactics are HOT one day and NOT the next, it's important to keep business and marketing fundamentals at the forefront. You need to continue to build strong relationships with your customers, focus on providing solutions and keep on top of new technologies that provide opportunities in how people communicate with each other. But remember that consumers tend to lag behind technology and marketing so don't jump too quickly on trendy new bandwagons.