Several jewelers have asked me about the viability of traditional media versus online marketing and how much or even if the former should fit into their overall strategy, Ellen Fruchtman, President of Fruchtman Marketing, writes on www.nationaljewelernetwork.com.
The questions are certainly valid. But, like the age-old question of the chicken and the egg, I have to ask myself (as should you) a few questions: Are people simply searching categories (i.e., engagement rings, diamonds, etc.) and randomly clicking on any and all sites on page one of their search results? Or, does traditional media influence the online search?
We talk about how jewelry is an emotional purchase, how our business is based on relationships and referrals and how education and communication are so vital to our overall success. And yet, there is something so contrary to that line of thinking if you put all of your marketing eggs in an online basket.
Think about the type of consumer who simply finds your store online to supposedly make an important purchase. Specifically, let's look at a prospective customer seeking an engagement ring online. Does the consumer who finds your business online fit the profile of your preferred bridal customer? Or, is that consumer more likely to be only interested in the products you carry and the price? Would the likelihood of this consumer fitting that preferred profile go up if he or she were pre-disposed to your brand through other mediums? Or better yet, is this the type of consumer you want to deal with on a daily basis?
There isn't an answer out there - at least none that I know of. But, I do think it makes for an interesting research study--and at the very least an impetus to consider how your media expenditures break down.
I'd like to think that I'm not the only person on the planet who still reads a magazine every now and then and watches some TV shows--commercials included. I still believe in traditional advertising. I'm still influenced emotionally by what I read, hear or see. On the other hand, I do believe in the power of the Web. Like everything else, I still think that the greatest success is derived from the sum of all the parts.
Continue to ask yourself some questions: Are we giving up the emotional appeal if we simply have a Web presence and nothing else? Are we commodifying our business by making it all about researching product and price? How do we form a lasting connection to our customers if we put such an emphasis online? And, do we have ourselves to blame if eventually all we have left is a faceless, emotionally detached customer?
I'm not sure about the chicken or the egg. Personally, I'm glad to have both around to ponder over.
