I came across a very intriguing ClickZ article today that got my juices flowing…

Not necessarily because it’s right or wrong – but its a different point of view from the way I have been seeing things…especially considering I have done Business Development and Traditional Marketing for over 15 years now and Internet Marketing for the last 8.5 years.

So…the article basically says that Offline Marketing is the New Online Marketing – but from my perspective – it should be an Integration not NEW direction.

Here’s why…

1. Branding is not as effective online. Not as a new business. It is something that happens over years online – if at all…and generally only happens with a cross polination of Traditional Marketing Communications specifically geared to DRIVE the brand awareness online and offline.
2. The companies (other than those already branded) that make millions online – are usually selling information/resources or solving problems. There is no real brand attached to that. They are delivering what the customer really “wants” not what they need.
3. Brand Awareness – “builds reputations” and “creates needs” and then the company sales process facilitates the transaction necessary to fulfill the need.

Also…when it comes to resources in and out – there is a whole other side of the coin that Traditional Marketers or Businesses don’t necessarily know about (and I know because I have always been one and now I am a professional Internet Marketing Coach – with a lot of experience and results to back this up):

1. If Advertising Agencies or Traditional Marketing Businesses this day knew how us Internet Marketing Experts did our research and measurement – they would probably go banana’s over how much easier it is and how little it costs (comparatively speaking).
2. If they used that Internet Marketing knowledge for good with their clients or businesses – they would also be able to communicate better in “customer friendly language” through their Marketing Materials and get a lot more leverage out of “knowing what the customer really wants”
3. And…if they knew how “automated” the measurement process would be (even for brand awareness – not necessarily sales) – they too would start leaning more towards the online arena than the Old School/Traditional Marketing methodologies used.

I do agree however that the overall message concepts – ie: direct marketing, push and pull advertising etc. is all great to learn from and be aware of online – and does translate extremely well…and can make us all a whole lot of money.

But – if the little guys are making over 6 figures working 2 hours a week on their businesses ONLINE – shouldn’t some of those principals be analyzed on the offline world too?

Your thoughts?

In peeking around the web today I stumbled across the following article on Marketing Trends for 2007. And while I agree that many of them are great Marketing Strategies, they are not really new. At least not to business owners who remain on the edge of the industry. But the question is… what is new?

What do you think? Get involved – post a comment and let me know? Otherwise – keep on visiting the blog and I will get you in the loop. Until next time…read todays Marketing Post…

Low-Cost Marketing Trends for 2007: “
By Entrepreneur.com
Click here for more stories from Entrepreneur.com
12/11/2006 3:32 PM EST

Businesses, especially small businesses, continue to fight the pressures of improving their bottom line. This means they don’t have a blank checkbook to spend on marketing. Enter guerrilla marketing: Getting the word out about a business without investing in traditional or Yellow Pages advertising is the challenge at hand. Using time, energy, knowledge, information and especially imagination will be the best practice of the most successful marketers.

So what will guerrilla marketers be doing in 2007? Emphasizing PR, positioning, communication of benefits, networking and more. Take a look:

Local Search
Though we’ll discuss globalization later, most small businesses market locally because they tend to do business within their community, suburb or city — typically staying within about a 50-mile to 100-mile radius. If this sounds like your business, you don’t need to invest in marketing that reaches beyond your local audience, such as search engines that reach the whole world. The desired goal is to isolate your search engine listings and related online advertising dollars in an area where you do want to do business.
To learn more about targeting your search engine advertising dollars to your local audience, start with the list of local search engines at LocalSearchGuide.org.

[The article goes on to talk about Podcasting, Blogging, Online Advertising, Global Market Expansion and Direct Marketing]

Click to read more.

Google Online Payment Service/Shopping Cart is giving PayPal a Run for the MONEY! Or are they?

Google – the big dawg in market share for Search Engines is putting up a great fight against PayPal. There is question whether or not they will win, but they have done so good this year with their business ventures and marketing strategies (especially when considering the acquisition of YouTube) that I am betting it will be a fun fight to watch.

What do you think? By leaving your own comments you can share in the debate on who the winner might be.

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Google extends free use of online payment service – Dec. 6, 2006:

“Google takes aim at PayPal
Internet giant extends free use of online payment service through 2007.”

December 6 2006: 3:21 PM EST

NEW YORK (CNNMoney.com) — Google is offering merchants free use of its online payment service, the Internet search giant’s latest move to gain share from eBay’s PayPal service.

Google (Charts) is extending free use of its payment service to online merchants through the end of next year, the company said in a blog devoted to Google Checkout.

The free processing promotion was set to expire at the end of this year.

Is Google too smart for its own good?
Mountain View, Calif.-based Google, which rolled out its checkout program in June, has been trying to drum up support of its service with incentive programs.

Last month, it began offering customers $10 off a $30 purchase for transactions made via Google Checkout.

PayPal, owned by eBay (Charts), said in November that customers would be eligible to receive a cash rebate of up to $20 off when using PayPal to make purchases on certain merchant Web sites.”

I found this article today and it definitely sparked some interest in me. Marketing is imperative to every business at every single stage in the life cycle. YET…if you don’t know how to market your business properly – you are doing one of (or both) of two things:

1. Leaving money on the table (losing sales)
2. Putting money where it shouldn’t be

Either way – you are not making wise financial moves for your business…so read on if you want to learn more:

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Errors happen regardless of ‘what type’ of business industry you’re operating. Employees make critical errors on a daily basis. This is often due to the company’s size, the number of employees, and the inability for management to review departmental progress. To avoid some of the critical marketing errors that occur, you need to recognize and evaluate your strategies.

Lacking a Marketing Plan
Entrepreneurs and small business owners seldom put together a marketing plan. Lacking concern over the development of a plan is due the method which small business owners use to fund their business endeavors. More than 50% of small businesses begin on a shoestring budget, and don’t seek assistance from outside investors.

It is essential for all types of businesses to devise a comprehensive marketing plan in order to succeed. It is as important as taking a map with you on a road trip so that you don’t get lost. It doesn’t make sense to pursue a business without considering a marketing plan. Breaking down the important elements and charting the plan for success, eliminates the fear of failure.

Being Oblivious to the Market
It is not uncommon for someone to not analyze their market by asking the who, what, where and when questions that can help you understand it. Your target market must be accessible because if it is not, you are in trouble.

“Who” refers to the type of customer that purchases the company’s products and/or services? This often begins with listing by genders, age groups, ethnic groups, and local establishments.

“Where” is where your prospects are located. This might include the immediate area surrounding your business and also the location of competitor’s customers.

“What” Refers to the limits that are set? Location is important! Know the company’s competitors’ location, and areas they are servicing. This is helpful in determining if any limitations exist.

Products and Services that Interchange
It is not uncommon for business owners to go from one endeavor to the next without being specific. People become confused when this happens because they do not know precisely what kind of products or services are actually being sold. Such business consider themselves “full service” providers for the customer and while this might generate more profits it cannot help but confuse the customer.

No Business Plan
A business with no plan guiding it is destined for problems. You also don’t want a plan that is dependent upon the actions and advice of others. People want things that are tangible so your dream must be believable and a plan helps make it so. Every step in the process should be carefully thought out and executed by you and you alone. The foundation of a company ultimately rests upon your knowledge and experience.

Not Responding to Customers
In the fast pace of today’s business professional, an immediate response from the provider is expected. A slow response leads only to a loss of business. Take the holidays for example.
With little or no time to spare, a customer dashes into the department store and is depressed by the sight of 50 people ahead of him in line.

A. Does he wait patiently in line for his turn? B. Will the manager open up another line?
Naturally the manager should open up another line because most people will never wait that long to buy anything. The manager needs to respond to the needs of the customer and find a way to help people get in and out of the store quickly.

You are less likely to commit marketing errors once you are aware of them. Review your basic strategies on a monthly basis to check for chinks in your armor. You might even consider spending the money for a business consultant to come in and help you iron out all of the details. Such an investment may well prove worthwhile in the long run.

About the Author
About the author: Vlad Ehrsam is the chief writer at Full Info on Business, it’s one of the webs most up to date Business sites, their free newsletter is well worth signing up for too. This and other unique content business articles are available with free reprint rights