If you have been in the market for online marketing services for long you may have noticed that there are two different types of proposals you are getting from Internet marketing firms:
- Online Marketing Packages
- Custom Online Marketing Services
Online Marketing Packages
An online marketing package is typically a “canned” set of processes that the marketing firm will apply to your website or online presence. Because these processes have been streamlined, the price will typically be lower than a custom job. Packages are typically “boxed” processes that are built to ensure that the amount of time spent by your developer can be controlled to maximize profit for the firm.
Online marketing packages should be considered when price is an issue and when the package fits the needs of the website reasonably well. The fact that you are purchasing a “package” will mean that the strategy and tactics executed will not be tailored to the circumstances of your website or web presence. This can be a viable solution if the marketing firm can show you how their package will benefit your business. After all, you may want to consider DIY Internet Marketing or consider hiring a firm that will do a custom job, if the packages don’t meet your needs.
Custom Online Marketing Services
Custom online marketing services, such as Terrakon’s services, are typically more expensive than online marketing packages. The processes are not pre-determined before the marketing firm even meets you. There is an entirely different approach to the services that involves meeting with the client and formulating a plan that meets their specific needs.
Custom Internet marketing should be considered any time there is room in the budget to do so. Executing on a custom job starts with an analysis of the client’s industry, customers, prospects, competitors, website and online presence — just to name a few. Opportunities are discovered during this analysis stage. Often times an online marketing package will include an analysis but the opportunities (and threats) that are discovered are not able to be acted upon due to the constraints of the package.
A custom proposal is generally created by the Internet marketing firm after meeting with the client and discussing their specific goals and exploring their circumstances further.
You can see where there is extra cost in getting a custom job. It is in the analysis and planning stages at the outset of the project and , to a lesser degree, in the execution as the activities of a custom job are not automated and streamlined as they can be with a package.
I have worked at companies with both custom and packaged Internet marketing services. I cannot stress enough the importance of having custom work done if the budget allows for it.
What questions or comments do you have about Internet marketing packages vs custom jobs? I would love to hear your feedback in the comments section!
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