In 2008, 75% of American adults were online.Over the last 10 years this figure has more than doubled--and what's more the rate of growth has remained fairly steady. Looking at today's figures I'd imagine it would be close to 95%.
Forget a static website, those are days of the past. In fact, the rate at which technology is growing, most of your target market will be connected throughout the day--if they're not already.
Think mobile marketingHere's some food for thought: 84% of Americans age 57-65 own cell phones. That means most customers in the top age group of your target market are already connected. With a smartphone industry that is experiencing rapid growth--better to be proactively defining how you'll accommodate mobile into your marketing mix--or get stuck playing catch up.
So what can you do? Whether you're an architect, engineer or construction firm, here are a few simple steps to take with your marketing team:
Find Your Marketing PlanYes, you heard me. You might need to tear apart your office, but find your marketing plan and if it's not in digital form, scan it.
Organize Your Marketing TeamCreate a marketing team if you don't have an official one. Using a representative from each department is great because ultimately, everyone is part of your team. The end result will always be more efficient. Plus, they'll be happy you brought them to the table. The only caveat here, find people who are passionate about making the business successful!!
Make An Honest Marketing AssessmentKeep an open mind. Have a friend, colleague or even spouse review your plan (this goes for everyone on the team). Then, come back to the table and discuss comments and solutions.
Mobilize Your Marketing TeamDelegate tasks to those most suited to manage them. Then, divide and conquer. Make sure you treat this just like any other project--set agendas, benchmarks, operating procedures, documentation and scheduling. Oh, and celebrate/share success :)
Do NOT Leave Any Stone UnturnedLeave all ideas out on the table. Get creative and reward those that think outside the box.
Measure, Evolve, Rinse, RepeatBe prepared for changes and evolution in your plan. It's a living document, treat it like one.
These are just some general guidelines to driving your marketing efforts. Ultimately, you need to have an integrated approach. You should consider both real-world and digital mediums--and get creative as possible. Remember, some of the best ideas come from outside the industry and the most unlikely places!