Article: Technology Feeds Marketing Success

This article was posted on MarketingShift.com on Nov. 22. Some highlights include:

"In marketing, the Internet can be a great equalizer. Getting the word out using technology can to a degree offset your competition's much larger budgets."

Our view: the Internet can indeed be a great equalizer for small businesses with limited marketing budgets. The key, as always, lies in having a clear strategy. What do you want your Web site to accomplish? If you publish a blog, what do you want it to achieve? If you publish an electronic newsletter, what is its primary purpose? If you begin with a clear strategy, you increase your chances of getting it right the first time and decrease the risk of wasting valuable time and money on ill-advised tactics.

The article also touches on the importance of Search Engine Optimization (SEO), saying: "Mastering the art of search engine optimization along with blogs and RSS feeds can put you in the game by making the netizens and the blogosphere aware of the developments of your company."

Our view: Search Engine Optimization is increasingly critical. More and more people are using the Internet as their primary means for researching and purchasing products and services. If you want to reach consumers at their point of purchase, you must reach an increasing number of them through the Internet. In order to do this, your site must be easily found by consumers using search engines to research your product or service. They will find someone when they search for your product or service; it might as well be you.