Next generation marketing is already here. Anyone that tells you differently is living in a fantasy world and probably doesn't want to give up the easy money marketers have been raking in for years. Sorry to burst any bubbles, but just buying TV and radio, a couple print ads and a few billboards just won't cut it anymore. Sure you will get some return. Hit that many people and you're bound to get a new business. What you should really consider is not how much return are you getting, but how much are you losing by not adding online elements to your marketing plan.
I constantly meet with business owners who view online marketing as an after thought or nuisance. In reality, online marketing can stand alone and work in conjunction with traditional advertising. Potential customers respond the 72% of traditional ads by going online to research more. Loyalty to brands is much less important to todays consumer than a great deal and feeling good about who receives their money. Not to say brand loyalty doesn't exist, it certainly does.
Gaining or losing a potentially loyal customer is greatly influenced by how they perceive you online. The invaluable "first" perception most often comes from your website or lack there of. Having a website or being on facebook doesn't mean you're winning new customers. Interaction online is the fasted way to new business, don't take my word for it, think about your own behavior as a consumer.
