Small-business owners continue to rely on the same outdated marketing techniques in hopes of gaining new clients. Without Internet advertising, companies may as well have no marketing, according to Fox Business. If businesses use the same print advertisements or outdoor signs, their marketing efforts can get lost in the sea of competition.

Companies that are still using print or radio ads instead of Internet marketing methods can lose customers to other brands. In an attempt to appeal to a wider audience, many small companies tried to use advertising to sell products on a mass scale, Dynamic Business said. However, in many cases, a product or service is relevant to a smaller segment of consumers, and a mass message will not be effective. Businesses need to identify the group of consumers most interested in the product and target them specifically. This is more easily accomplished with Internet marketing.

This may seem like conflicting advice to small-business owners who want to get new customers. How can targeting fewer consumers result in more business? Consumers are often overwhelmed with the number of advertisements they encounter in their day-to-day lives, so if a small company uses a generic ad, the message could be lost. Marketing budgets can be more effectively used for campaigns that will reach relevant consumers on the Internet. Targeted online advertising can lead to more customers because it reaches people who are more likely to be interested in the company’s products or services, eliminating wasted dollars on speaking to consumers that don’t what to hear it.

The rise of social media has given consumers more opportunities to express their preference, and there isn’t a one-size-fits all approach to advertising any more. Small companies that continue to use print advertising or portable outdoor signs will likely miss the chance to connect with consumers who would be most interested in their products, leaving open the possibility that more tech-savvy competition will cash in on them.

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