Quite often we come across a situation where the marketing budget is not being used efficiently and the traditional marketing methods such as direct mail, trade shows and advertising just isn't as effective as it used to be. So how do we overcome this dilemma when we can see the online marketing working and driving traffic and leads?

Ask people about their habits

The simplest and most effective way of convincing the management team as to the value of traditional marketing techniques is to ask about the audiences habits.

- Do they go to the web?

- How do they research products and services?

- Do they ask friends for advice?

- Do they use Yellow Pages?

- Do they read local ads in papers?

If you see a change in your audiences habits, say they now use the web and social networks to research products then there is a question over the validity of direct mail. Use the facts and figures to show a change to online and the management team will at lest consider a change in how the marketing money is allocated and spent.