How Has Online Technology Changed Small Business Marketing and
Opinions of some marketing experts
Online options not only provide new channels for small businesses to communicate and market their products and
services, but also offer the capability to deliver customized, one-to-one messages. Channels such as the Internet and
email also provide a vehicle to receive instant feedback from customers, which can be extremely valuable.
In my experiences, there have not been many small businesses that have unlimited marketing budgets. Most of these
organizations are held accountable for each and every dollar invested to deliver a measurable return. Key word
sponsorships on search engines and online ads are cost-effective and extremely targeted. They offer a "per drink"
model where most traditional, broadcast-centric channels require a larger investment and may not yield qualified
leads because they span a more diverse audience.
Small businesses should first start with developing a compelling Web site, blog, or both. Search engine optimization
should also be part of this process. These offer cost-effective tools to communicate your company, products and
services, and update customers and prospects on new developments. Adding e-commerce functionality to your Web
site also creates a new sales channel open to a global audience.
The Internet has made the world a smaller place, and online options are changing how we reach new audiences.
Leveraging these dynamic tools will help you find new customers and retain existing ones more effectively.
—Domenick Cilea, President and Founder, Springboard Public Relations. http://www.springboardpr.com
There are many ways small businesses now can promote their products and services due to the changes in the
options available in the online world.
First, businesses can now create the perception of being much larger and more prestigious than they actually are.
Producing a high quality website is the first step to increasing a company's ima