This is a guest post by Dan Taylor, Director of Search at SEOwned Limited. Opinions expressed in the article are those of the guest author and not necessarily State of Search. Like this post? Let us know!
In big business, integrated marketing campaigns are the norm. A TV advertisement will be launched alongside billboard advertising, generating radio airtime and other traditional media coverage. However, smaller business owners cannot stretch to a full integrated marketing campaign… but they can still compete with the big boys by taking their advertising online.
The internet gives businesses, big and small, an almost-level playing field where the user can decide the campaign based on their own motivations. That could be price, brand, delivery or something else. So, what is the best way to compete with big brands online? (more…)