There is a common saying that “everything happens for a reason,” and you can certainly apply this to digital marketing and marketing analytics. When a company chooses not to engage in online marketing, it usually means they have a good reason for it. This reason might be tied to several factors, such as limited resources, low engagement rates, or a dislike for social media.
Here, we’ll discuss a few terms that could be used to describe such a company:
If a company prefers to operate in a more traditional approach, perhaps relying on offline marketing and advertising to grow their business, they can be characterized as “traditional” companies. This doesn’t mean their approach is wrong or ineffective – far from it, in fact. However, given the trend towards digital marketing and marketing analytics, “traditional” might not be the best fit for these companies anymore.
Consider a company like HubSpot, which provides marketing platforms and software to businesses. They may not use traditional marketing methods, but their platforms are still considered “traditional” marketing tools. In other words, even though HubSpot doesn’t rely on traditional marketing, their product is considered a traditional marketing tool.
A company that relies on steady growth through organic traffic, without the need for significant marketing investment, can be characterized as “stable.” Similar to the word “traditional,” “stable” can also be used to refer to an approach that isn’t going to grow rapidly in the near future, thanks to shifting consumer habits and the evolving digital landscape.
For example, HubSpot again. The company has experienced significant growth in the past, but their revenues actually declined by 6% over the last year.
The same can be said for marketing software company JESS, which also experienced a decline in revenue of 6.8% over 2018 and provides marketing tools to SMBs.
Like “traditional” and “stable,” “modern” can also be used to describe a company that does not use online marketing. However, the connotation behind “modern” is that these companies are usually associated with the more recent developments in the field of marketing and digital marketing. “Modern marketing” refers to an approach that heavily relies on digital marketing and marketing analytics to track, measure, and optimize performance.
If a company has been around for many years and has seen significant growth throughout their existence, they can be characterized as “experienced” companies. If you’re referring to an organization that was founded before the turn of the century and has continued to grow ever since, you can also say they have “experienced growth.”
For example, HubSpot is considered an “experienced” company, as they’ve been in business for more than 20 years now and have successfully adapted to changes in consumer behavior, technology, and the marketing landscape.
If a company has been loyal to their customers and continues to provide excellent service even after many years, you can refer to them as “loyal” companies. Similar to “experienced,” “loyal” can also be used to describe a company that has grown and adjusted to changing times and consumer behaviors.
As an example, Square has been extremely loyal to their customers and continues to provide exceptional service even through the pandemic. In fact, during the pandemic, they increased their store hours, provided free delivery and pickup, and even offered special discounts.
If a company is willing to spend large amounts of money on advertising and marketing, and has a well-established brand name, you can refer to them as “enterprise” companies. Similar to the previous two terms, “enterprise” can also be used to describe a company that has adapted to changing times and consumer behaviors.
For example, HubSpot is an “enterprise” company because they spend a significant amount of money on marketing and advertising – more than 7 figures per year, according to their S1 report. They also have a well-known brand name, as indicated by their market share, so they can be considered an “established enterprise.”
In general, if you’re writing for an academic or scholarly journal, you can use the terms “traditional,” “stable,” “modern,” “loyal,” or “enterprise” to describe a company that does not use online marketing.
Although it may not seem obvious, many companies choose to stay away from digital marketing and marketing analytics because they’re afraid of what might happen if they engage with consumers on the web. Some companies are even more concerned about what might happen if they get started down the path to digital marketing and marketing analytics and don’t stop soon enough. In other words, they’re afraid of losing their business, which is understandable. However, if this is the kind of company you want to work for, you might want to consider whether or not you’ll be happy in this type of company.
Choosing not to use digital marketing and marketing analytics can also be a way for a company to protect its competitive edge, especially if they’re worried that other companies are going to try and copy their approach. Additionally, if you’re a smaller business that lacks the budget for marketing and advertising, remaining away from digital marketing might be the best way to ensure your survival in a crowded marketplace – this is especially relevant if your product is innovative or unique.
Of course, if a company chooses to forgo online marketing and adopts a more traditional approach to customer acquisition and engagement, that’s their prerogative – it’s their business, and it’s certainly not a bad approach. However, if you’re looking for a job and want to work for an organization that utilizes digital marketing and marketing analytics, but you think they might not be the right fit for your career goals, consider another option.
Forbes contributor Lisa Gilliatt notes that “more companies are realizing that marketing through web channels can be incredibly beneficial. It can help build brand awareness, attract new customers, gauge market sentiment and analyze trends.”
With all of this information, it’s easy to see why many companies might not want to get involved with online marketing – whether it’s limited resources, the need for constant adaptation, or the fear of losing clientele to an already existing digital marketing competitor.
Do You Use Online Marketing To Grow Your Business?
If you’re still deciding whether or not to use online marketing to grow your business, it might be a good idea to consider the strengths and weaknesses of your current marketing strategy. Are you missing out on opportunities because you’re not utilizing the full potential of the web? Are you afraid of losing customers to competitors that are more comfortable engaging with consumers online?
If you answered “yes” to these questions, then it could be a good idea to invest in digital marketing and marketing analytics – after all, knowing more about your customers and potential customers can only improve your strategy and performance. With many different tools and platforms available, it’s easy to get started – just remember to keep your eyes open for bargains!
Deciding whether or not to use online marketing to grow your business can be difficult – especially if you’re concerned about missing out on significant revenue. Before making any major decisions, it’s important to consider your objectives and the strengths and weaknesses of your current marketing strategy.