The Importance of the Internet in the marketing mix

By: Lara Strazdin, PR Director

How important is the internet to your marketing mix, and how can you put it to use for your business?

Many surveys have been done on the power of the Internet and why it’s a vital tool for marketing and communications. The latest, by Nielsen/NetRatings, revealed that the Internet is becoming nearly as ubiquitous in the American home as the telephone or the television. Nearly 75 percent of Americans, or 204.3 million, have Internet access at home.

Who are these cyber surfers? The Nielsen/NetRatings survey shows 82 percent of Web users are women aged 35-54. Surprisingly, the fastest growing segment of Internet users is senior citizens. According to a new study by the Per Internet and American Life Project, 22 percent of Americans over 65 spend time online. The ranks of senior surfers have jumped by 47 percent since 2000. The Internet is clearly gaining acceptance in all age groups.

What does this mean for you? Take another look at your Web site (and if you don’t have one yet, make it a priority!) Be sure it’s optimized for ease of use; rich in interesting and informative content about your company, product, or service; and designed with your customers in mind. Put yourself in their shoes – what do they want or need from your Web site?

Then, take a broader look at the Internet. Make use of Internet resources such as online search engines to research competitive activity, news media coverage of issues important to your business, even online conversations, or “chat” about your products or services. Google ( is the most widely used search engine, but you’ll want to search on Yahoo ( as well, for comprehensive results. Search for your company name, product names and hot keywords for your industry. You may be surprised by what pops up!

Penny Ohlmann Neimann

The Ohlmann Group has a rich history that began in Dayton, Ohio in 1949, where the agency was founded as Penny and Penny by Bob Penny and his wife Jean. In 1964, Walter Ohlmann joined the firm. Ralph Neiman came on in 1969 and the firm became Penny/Ohlmann/Neiman. In 2011, P/O/N was renamed The Ohlmann Group to better reflect the agency's ongoing evolution and collaborative nature.

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