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Toronto, Canada
WSI President, Ron McArthur, this week shared his organization’s
expertise regarding online marketing and the benefits and expanded
possibilities that improvements in the ability to measure the
effectiveness of such activities is making. Mr. McArthur shared his
views as a guest expert for the Globe & Mail’s Front Lines features
section which offers the Globe’s 2,692,000 strong weekly readership
perspectives on current issues and events from people working at the
forefront of Canada’s technology industry.
As
the President of the leading Internet services business, Mr.
McArthur is an ideal candidate to discuss online marketing and how
it is evolving. He chose to focus on how marketing on the Internet
has progressed from a leap of faith, due to the virtual inability to
measure results that was once the norm, to a viable and worthwhile
investment. As he describes, organizations are moving towards a
mandate that requires their marketing departments to provide
measured results (cost/value) so that promotional efforts can be
benchmarked and evaluated against alternative options. And this
makes sense for small and medium-sized businesses as well.
In
his piece, Mr. McArthur outlines how online marketing was once
considered a risky endeavor that smaller firms refrained from
participating in due to the lack of budgetary wiggle room that
larger firms have; essentially preventing them from taking the leap
of faith once a prerequisite to online marketing. Smaller firms have
a lot to look forward to however as the on-line marketing
measurement tools that larger firms have, have become readily
available to everyone. On-line marketing tools take the form of new
technologies developed to meet the need for scientific metrics and
the innovations in eMarketing such as video email.
WSI forecasts that video email will prove to be a real breakthrough
in on-line marketing based on its ability to enable businesses of
any size to create and distribute entertaining and personalized
video messages at a low cost. And they can track how many viewers
and responders they have to each and every email sent. The marketing
field is now leveled - smaller firms can compete with their larger
competitors who have cornered the market on television and print
advertising; further strengthening the Internet’s position as the
“great equalizer” in business. And, unlike the early days of online
marketing, the introduction of video email to the masses comes with
an inviting technology that has measurable results.
Click here to read the interview in its entirety.
About WSI
WSI ICE is the world’s largest network of Internet Consultants with
offices serving over 1000 local markets worldwide. Ranked the #1
Internet Services Business by industry-leading Entrepreneur
magazine, our proven systems are used to deliver thousands of
economical e-Business solutions to small and medium-sized businesses
annually. WSI has a global presence and a local touch enabling us to
better understand and service businesses’ Internet needs with
leading edge economical solutions. |
