eMarketing: Deciphering the vast option of Online Marketing Opportunities for Courier Companies
By: Scott Gallagher
It can't be said too often, because so few owners in the courier industry even still don’t understand its gravity: The adoption of technology in the realm of marketing is our industry’s biggest trend. In a matter of a few years, the Internet has consolidated itself as a extremely powerful platform that has changed the way we do business, and the way we communicate. The Internet, as no other medium, has given an international or global dimension to the world of business.
The Internet is actually the most democratic of all the mass media. With a very low investment, anyone can have a web page. Almost any business can reach a very large market, direct, fast and economical. Size and location no longer are a factor among competition in the domain of online marketing.
E-marketing or Internet marketing is a component of electronic commerce, better known as e-commerce. It is the use of the Internet to advertise and promote goods and services. Widely growing internationally, companies are shifting their traditional marketing dollars to a form of electronic marketing, using several different techniques to accomplish their goals. The courier industry is no different. In fact, trends found in the courier industry today such as consolidation, product & service expansions and agent network growth compliment current, successful trends in the world of e-marketing. This form of marketing has many benefits unfamiliar with traditional means. Foremost, e-marketing can help expand from a local market to both national and international, and in a way, it levels the playing field for big and small players. Unlike traditional marketing media like print, radio and television, entry into the realm of Internet marketing can be a lot less expensive. Furthermore, since exposure, response and overall efficiency of digital media is much easier to track than that of traditional offline media, e-marketing offers a greater sense of accountability for advertisers. Simply put, every act of e-marketing can be measured and monitored, in turn providing immediate results towards the return on investment (ROI) for the electronic medium at hand.
Since the birth of the public Internet in 1992, the paradigm shift in business behavior towards new marketing initiatives has experienced both positive and negative strategies. Like in all forms of business, strategy and planning are key elements to finding success on the Internet. Unlike most businesses on the Internet, the Courier industry is a very old, traditional business that generally requires a brick and mortar establishment strategically located to serve other businesses and individuals. However, as this industry is changing, reaching out to those who require knowing about your business in many cases can be accomplished through new mediums. While it is relatively new, Internet marketing has just reached a point termed a growth stage of its life cycle. This is where economies of scale are evident, profitability is inevitable, public awareness is high and competition begins to increase. Gone are the days of this being a new concept.
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