Converting your brick and mortar to an online business
Most goals and strategies that work with brick and mortar are appropriate online too, and vice versa. The underlying concepts are identical, but executions differ. Some might have the tendency to look at brick and mortar and online marketing in different ways, building distinct strategies and marketing plans for each.
Directing and delineation are rooted in the idea that a business’ products, services or ideas are helpful to some people and not to others. That principle remains unchanged whether one’s business is online or brick and mortar. One differentiates his or her business from competitors with the purpose that people can value the benefits that a business brings to them that others do not. One targets an audience by imparting marketing messages so that those benefits are uncovered to the people who need them. For brick and mortar, that could mean advertising in certain newspapers that target customers read. Online, those same messages can be delivered straight from one’s Website. It may also be through pay per click advertising or by means of emailed newsletters.
