New digital marketing techniques are emerging on a very regular basis. This is the way of the future and the way in which the commercial and industrial buyers of the future will communicate.
It is important to embrace the culture, to see digital as an easy way to expand both at home and internationally. However, – a word of caution – when you are preparing your budgets for the next years trading, consider also the investment in social media. This may be a time investment rather than a monetary one but there is an investment if it is to be done properly for an acceptable ROI. Once you start, you cannot stop.
You also need to see that whatever medium you choose is chosen because it is right for your business, not just because everyone else is doing it.
As an example, there seems to be headlong rush for Groupon. As a medium, it provides an opportunity to build traffic and footfall, – great albeit at slashed margins. But are the customers who buy, then going to be a customer for the future?
So, your personnel must know the techniques of ‘selling on’ in a good way, because ‘sell on’ you must.