The digital age has seen a shift in focus from traditional advertising methods to online platforms. However, it's crucial to remember that not everyone is internet-savvy. While the internet is a powerful tool for disseminating information, it's not the only means of communication. Traditional methods like direct mail advertising, also known as snail mail, are still relevant. The internet may not be the best platform for everyone, and it's essential to consider other avenues for reaching potential customers.
Webmasters often concentrate their efforts on increasing the visibility of their online content. This focus on digital platforms can lead to an overemphasis on internet-based sources of advertising. Even magazines have transitioned into e-zines, and personal contact has become synonymous with email. However, traditional forms of advertising, such as roadside sign-waving, are still effective. There's no rule that dictates that physical businesses must only be promoted physically, and online businesses solely in cyberspace.
Despite the digital revolution, people still maintain a physical presence that can be reached. The hype around new "dot.coms" may have subsided, but the products they introduced to the public are still relevant. While some e-businesses were nothing more than electronic pyramid schemes, online sales of durable goods have remained steady. Many e-businesses have become online catalogs, replacing the need for customers to physically visit stores. However, not all customers are satisfied with online shopping, and those yet to try it are unlikely to learn about it from the internet.
The internet is a vast resource, filled with both useful websites and a lot of garbage. It's not the best platform for presenting legitimate offers and products unless the customer already knows their value and where to find them. Navigating the internet requires a certain level of skill and knowledge. For the uninitiated, the internet can be a confusing and deceptive place.
Creating and presenting useful e-business websites for skilled users won't reach the millions of potential customers who aren't internet-savvy. However, these individuals can read roadside signs and follow TV advertisements. This doesn't mean that webmasters need to resort to gimmicks to promote their websites. A URL, unlike a street address, may be a mystery to many people, even if it's featured in a magazine, newspaper, TV show, or radio program.
Many products presented on the internet are inaccessible to a large portion of the population. The only way to make these products available to them is through person-to-person contact. Word-of-mouth is a powerful tool that can't be replicated online. No amount of online information and instructions will have a significant impact. While product catalogs need to be online, the information on how to access them can't be presented solely online. Webmasters need to engage with the public physically and not rely solely on their programming skills for success.
