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The world of business marketing has been transformed dramatically over the past few years, due in no small part to the Internet. The traditional marketing mix of mail, websites, email, and telemarketing has expanded to include the increasingly popular social networking websites. It is worthwhile to discuss all of these promotional methods and the trends encompassing them in detail.

Direct mail, whether it be in the form of a brochure, postcard or catalog, has traditionally been a mainstay of businesses’ marketing mixes. There is nothing like having a tangible and colorful marketing piece on hand that effectively communicates what a company is trying to sell. As more and more marketing pieces are sent electronically today, it is rather refreshing to receive a promotional piece in the mail, especially if it is personalized as in the case of a letter. However, the increasingly high cost of direct mail has caused many businesses to cut back on this form of promotion. There are design, printing, postage, copywriting, mailhouse, and mailing list costs to consider when sending out direct mail pieces. All of these costs have gone up in recent years.

Another important component of business marketing is the company website. Websites need to have designs that make it easy for users to navigate them. Furthermore, html code of sites needs to be put together in such a way that optimizes keyword searches. The desired outcome of this action is for the website to have a high ranking on search results that come up after someone types keywords into a search engine. It is critical for businesses of all sizes to have a solid website as a part of their promotional activities.

Emails are another prominent part of a business’s promotional activities. Unlike direct mail pieces, emails tend to be inexpensive, and they can be sent out automatically. They are a great way to get the word out quickly and cheaply. Emails should have subject lines that stand out and that do not contain any words or symbols which can make them end up in a spam folder. They also need to be creative and stand out, as floods of business emails are already disseminated, and it is easy for a company’s emails to get lost in the mix. This aspect, along with spam considerations, highlights a drawback of email promotions.

Telephone marketing can also be utilized to market companies. This entails a business’s having salespeople call individuals or companies with the goal of selling the company’s goods. These telemarketing people can work off of hot or cold leads. They usually need to reach a certain quota of sales on a monthly basis, and a company’s sales team tends to be responsible for a big chunk of its profits. Where telephone marketing is concerned, a business needs to think about having a motivational sales director who will encourage his or her team to produce to their best abilities.

Faxes are also contained within companies’ marketing mixes though to a smaller extent than they were years ago. It tends to be much easier to find direct mail or email opt-in lists than it is to get those of faxes. Many people are concerned about fax jams, especially if the cause of the jam is a promotional piece. Additionally, stricter fax laws as of late have limited what can be done with fax promotions.

Social networking sites are a recent addition to many companies’ marketing mixes. Businesses of all sizes and scopes can make themselves known on one of the sites. Their fan pages can house business and product details, along with a hyperlink to the company’s website and photos of its product offerings. Businesses can invite friends to join their pages in the beginning, something commonly done with small firms. The business’s page on one of these social sites can also be promoted through other marketing pieces as well.

Business marketing has experienced rapid changes as of late due to Internet-based promotions and social network sites. Mail, website, email, telesales promotions, and more recently social networking sites all have their places in different firms’ marketing mixes.

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