Marketing will always be a gamble! When you win, your ROI is great. When you lose, your ROI is a loser. How do you decide what to put into printed collateral, brand services, promotions, conferences, premiums, local events, Internet and so much more?
Think of your marketing in terms of short term and long term returns. Some of your marketing efforts are intended to keep your local audience aware of your location and services. On a broader basis you need to reach out to a more global market. To reach the global market at their point of sale decision, there is no better way than the Internet search engines.
Internet shoppers use search engines for 85% of all online purchases, so what percent of your marketing budget is committed to search engine marketing? Think about it.