There is a common misconception that if you use the internet for your marketing it is going to be cheaper than other options.  I think what people are really saying is that the internet has made some marketing activities much more accessible - we can all have a go at doing it ourselves.  There are readily available tools and very cheap options for creating websites.  We can all send an email, so sending electronic direct mail to large groups of people can be done at the press of just a few buttons.  And the point of social media is that anyone can join in - and there are no fees!

But just because something is easy or cheap to do does not make it effective.  'Doing it yourself' can, I believe, be a false economy.  And 'expensive' is subjective - it needs to relate to the value you place on or derive from the results achieved.  The starting point in assessing the cost/value of marketing activity is to set your marketing budget and your objectives, because then anything within budget is affordable and the test is whether it will contribute towards achieving the objectives set.  Then consider if, for your target customers, the internet is the right way to reach them.  Chances are, unless you have a specifically online business, it is not the only way and may not even be the primary way.

Then, whether your chosen activities are internet-based or traditional, ask yourself 2 questions.  Firstly, can I earn more money working on my business myself than paying someone to do this activity for me?  If you can then it is definitely a false economy to do it yourself.  Secondly, do I have the skills to do this activity well?  This is critical, and you have to be honest.  The reason that people are professionals and experts in public relations, design, writing, advertising etc. is that you need to be a specialist and have experience to stand the best chance of getting it right.  Design and copywriting are key areas that I see businesses struggling with when they opt for the DIY route rather than engaging a professional. 

Be honest.  Even if you can learn the technical skills to build your own website or use desktop publishing software to produce your leaflets, do you have the creative flair and talent of a trained graphic designer?   I know I haven't.  And if you haven't it will show, reflecting poorly on your brand and the overall impression you are conveying to your customers.  Many small business websites look too obviously homegrown.  There are many freelance designers to choose from and their time tends not to be extortionately priced, but the value reflected back into your business through good design can be priceless.

Writing is an easier skill to acquire, and is something that I think I'm not bad at.  But my range of styles is limited, and it takes me a long time agonising over how to say something in the right way.  Much better that I spend my time on the things that I do very well and engage a professional writer where it really counts - for the press for example, or for email marketing (getting back to what is cheap and therefore deceptively easy).

If you get it wrong or waste your time then marketing on the internet can definitely be expensive - just as much as any other marketing activity.  Any spend on marketing should be seen as an investment in the growth of your business rather than as an expense, and the budget managed accordingly to deliver value, focused around customers and objectives.  And that is true whether you do it yourself or pay someone else to do it for you.