Topic: Marketing
Answer: Tread carefully with this one – online activity across platforms is not a panacea for all businesses and it is important to find the right platforms for your products rather than scatter your efforts thinly. Secondly don’t just ditch the catalogues – you need to evaluate how much business you are getting from the catalogues. How many orders do you receive through your catalogues – do you have a process that captures this information? You may well be ditching an advertising medium that delivers 75% of your business. Take any transition one step at a time. Test and measure one online platform and then depending on results wither switch or (if successful) add one other and then test that. In all cases you must introduce a process that captures where your enquiries/ leads and business are generated from and then you can make objective decisions on marketing mediums.
