In a recent hub we discussed the decline of traditional media (including yellow pages, print and TV) as a source of advertising effectiveness to create sales leads. Research has shown that such media is still part of you advertising mix.

The fastest growing advertising media is the internet.

However the biggest problem facing many companies is that the internet is still a novelty.

When in fact it should be an integral part of their business and business marketing mix.

The foundation of all digital marketing (internet marketing is but one element) is arguably the company web site. Presently most run a web site that is no more than static brochure ware, see my hub on web lead statistics.

Some have employed Search Engine Optimization SEO to help raise their organic rankings (ranking in which you appear in a search engine result) to improve lead generation. However this is often more of a technical solution rather than a total true business solution.

Consider this analogy

Say you were running a transport and distribution business in 1900 using horse teams. You go to a trade show and they show off this new technology called a transport vehicle.

You buy a transport vehicle. Now do you replace your horse team drivers (marketers) who know the transport routes and processes with mechanics (SEO and technical web people) who know how the vehicle works? Most would I hope say, no they would train their horse drivers to be vehicle drivers. You still need the mechanics they are essential to maintaining the vehicle at optimal performance ( SEO and technical web people). But also would you design and build your own vehicle, or would you provide input into what you needed to the vehicle builders (web designers and builders). Most likely the latter, they are the specialists and they have economy of scale. This analogy strongly correlates to the web.

So back to the internet foundation, the vehicle.

We would contend that the foundation of your digital marketing - your web presence should be driven from within the company. By all means engage good web designers and most definitely use SEO specialists. But use them as a value add, people you actively work with, not abrogate your responsibility too.

So in their focus the companies marketing operations should focus not only on messaging and technical search ranking improvements, but most importantly on their content. Content is king, so the adage goes! Basically doing what marketers do - create awareness to generate sales leads.

The tool most internal marketers use now is called Content management systems. These have developed which enable companies to control their web content of developed web sites. Many of these are excellent.

However a primary source of content, the things people search for, is product information. The business management system often contains all the primary product data, images, text etc. Furthermore, if you are a modeling agency, entertainment agent or even a hire or rental company, the business system also contains your availabilities, promotions etc.

The problem is that YOUR CONTENT - product information is stored in your business management system – which is separate from the content management system.

This is where the third wave of digital marketing management (not related to former UK Prime Ministers political agenda) comes in. Enabling selected business information to be published direct to the company web site, or even third party marketing sites, from within the business management system. .

So the product information, even your catalogue or portfolio can be one click published to the net, or elements of it if you so desire. An added benefit, one that management consultants the information provided comes from a single source so that it provides a single version of the truth.

Considering a practical application

Any change you make in the primary business database to product information,( new product, feature, text change, image, specials, promotions etc) can be automatically published to the web site, if so selected. Frequent changes in the catalogue create equally frequent changes in the web content. More changes in the web content, then the more likely you are to have a higher organic search result ( the best result to obtain).

Now if you add your SEO team and some adwords to a dynamically active web site with good content, then you have an exceptionally strong foundation for digital marketing. All other campaigns you undertake whether digital or traditional can now include your strong digital presence as an entry point to your business.

If you can not do this in your business management system, and you are a in a booking based business, such as Modeling, Entertainment, Hire or Rental, then could I suggest you go to our website www.makinglifeezy.com.au to find out how we can help!