Comments on: Ultimate Marketing Lesson #2: Adapt technology to your market – Bill Rogers http://endemicmarketing.com/uncategorized/ultimate-marketing-lesson-2-adapt-technology-to-your-market-bill-rogers Sustainable Viral Marketing Tue, 13 Jul 2010 15:47:25 -0700 http://wordpress.org/?v=2.8.5 hourly 1 By: Trevor Green http://endemicmarketing.com/uncategorized/ultimate-marketing-lesson-2-adapt-technology-to-your-market-bill-rogers/comment-page-1#comment-24 Trevor Green Wed, 04 Nov 2009 01:13:23 +0000 http://endemicmarketing.com/?p=670#comment-24 Absolutely right, when clients come to us, the first thing that we talk about is how they can use technology to connect with their existing customer base. If the answer is, not at all, than it maybe be that a new website or social media strategy is going have a very low ROI without additional investment in advertising. The problem though, is one of scale, for a small business, the percentage of a businesses customers that are technology resistant may be low. In that case you must weight the cost of getting in front of each segment. Depending on the quality requirements for your particular business, it may not be cost effective to continue to produce print materials. When you balance the cost of exposure on a venue like facebook, a blog, or company website, it may be that you are going to have to choose one or the other and that considering the technology resistant does nothing for the bottom line. At a larger scale where their are hundreds or thousands of technology resistance customers that make up a significant portion of your client base, is where this holds true. As we move forward this becomes less of an issue. I would recommend at the very least that every business have, and execute, a social media strategy. It is a very cost effective way to maintain relationships with clients that want to use those tools to manage their exposure to your brand. Absolutely right, when clients come to us, the first thing that we talk about is how they can use technology to connect with their existing customer base. If the answer is, not at all, than it maybe be that a new website or social media strategy is going have a very low ROI without additional investment in advertising.

The problem though, is one of scale, for a small business, the percentage of a businesses customers that are technology resistant may be low. In that case you must weight the cost of getting in front of each segment. Depending on the quality requirements for your particular business, it may not be cost effective to continue to produce print materials. When you balance the cost of exposure on a venue like facebook, a blog, or company website, it may be that you are going to have to choose one or the other and that considering the technology resistant does nothing for the bottom line.

At a larger scale where their are hundreds or thousands of technology resistance customers that make up a significant portion of your client base, is where this holds true.

As we move forward this becomes less of an issue. I would recommend at the very least that every business have, and execute, a social media strategy. It is a very cost effective way to maintain relationships with clients that want to use those tools to manage their exposure to your brand.

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