In this business tv show, online marketing expert Stefan Tornquist, Research Director at Marketing Sherpa, explains why he believes most businesses engaging in online marketing are trying to do too much:
“We try to do way too much in this online age because not only do we have all of our offline tactics, the things that we were doing 15 years ago direct mail and radio, television and so forth but now since the, I started with the internet about 1995, at the time banner ads were the breaking technology and since then I’ve lost count of how many new opportunities, new things to learn and understand and new ways of testing those things have come about and it’s the most common mistake I see is trying to incorporate too many of these new options at the same time because really what you’re much better of doing a few things very well.
Paid search marketing, email marketing or your natural search, these bowl works of marketing you’re much better of doing those well, testing them, getting to know them really having them be a point of expertise than you are spreading your resources too think.
I mean I think it, at least in the [United] States, it is the watch word for every marketing department is that they don’t have enough time. It’s not always a question of money it’s almost always a question of having the time to do things well.”
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