Online Marketing is NOT a commodity

Scott Lambert

Online Marketing87 Octane gas is a commodity. No matter where you purchase it. It is offered per gallon at about a 5-cent range within a given area. Some fuel marketers may feel that they can charge an extra cent or two per gallon based on other incentives such as a preferred location or cleanliness of the store. However, no matter where you get your gas, it is essentially the same gas you can get at any convenient store or gas stop.

Cars are not a commodity. A Kia Sephia will never sell for the same price as a Lamborghini. Why? Let me list some reasons: performance, features, reliability, luxury, brand recognition, just to name a few.

Boost ROI with a Customized Online Marketing Plan

For the same reasons, online marketing is NOT a commodity. Business owners often tell me, “Oh yeah, we have SEO .” “We do social media.” “…and we got it at a good rate” or “much cheaper.” Savvy business marketers know that the important number to focus on is ROI. How much money did your online marketing investment make your company in terms of business results (PROFIT)?

Don’t invest in online marketing as if it’s a product on the shelf to check off your marketing shopping list. Be sure that your online marketing plan is customized to your business’ unique goals. Measure the effectiveness of your online marketing efforts. Ensure that you’re getting a return on your investment that justifies your efforts. Not all online marketing is created equal.

Learn how an online marketing plan from Xcellimark can help you get a return on your business investment. Contact us today.

Scott Lambert

Written by Scott Lambert

For 35 years, Scott has been at the forefront of digital transformation and how it is effectively applied in businesses and organizations to market, sell, and support customers and members more successfully and cost effectively. Scott is President and Co-Founder of Xcellimark, an award-winning digital marketing agency serving clients throughout the U.S., Canada, Central America, and Germany. Xcellimark helps businesses succeed through the implementation of its unique digital marketing and sales approach specifically designed to meet their specific goals and objectives. Scott’s marketing, sales, and operations experience have included key management positions at industry leaders including AT&T, iXL (now SapientRazorfish), eSchool Solutions (now TalentED), and BellSouth, where he led the product development, marketing efforts, and market launch of, the second public ISP developed in the U.S. Scott is the author of articles highlighted on leading online publishers such as LinkedIn, Business 2 Community, and he was recently featured by LinkedIn in the Entrepreneur magazine article on “No Time for Marketing? Hire a Freelancer.” His engaging personality and wealth of real-world and business experience make Scott a frequently requested speaker. Some of his engagements include being the featured speaker in a series of Orlando Business Journal seminars on Digital Marketing, speaking at the WSI London conference, and at international conferences in Belize. Scott has a Bachelor’s degree in Accounting from the University of Mississippi and a Master’s of Science in the Management of Technology from the Georgia Institute of Technology (Georgia Tech). Scott has been active in global mission efforts and is a board member of Global Teams, a Christian outreach organization. He lives in Winter Springs, FL with his wife Nancy and dog Sadie.

Topics: Inbound Marketing

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