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Marketers: Are We Getting Dumb?
by: Otilia Otlacan
Good morning, you fellow marketers! Well, you do not have to give me that look, there is always a morning coming up somewhere (what a cheap cliche!)

Have you been online later? I suppose so... Was there nothing to bother you, on the thousands of sites dedicated to marketers, or at least claiming to contain marketing-related resources? Personally, I cannot stop being continuously distressed by a curious writing phenomenon: the enormous amount of articles with numbers included in their titles. Still do not know what am I talking about? Here are some dreadful examples: "5 Steps to Easy...", "20 Tips for Better...", X � that, Y � other, all of them promising either dramatically raise in your marketing audience, incredible sales boost, the perfect marketing plan, the greatest sales letter ever written, costless promo campaigns. The list can go on forever and keeps on amazing you of how easy a marketer's life would be if we just follow those "guidelines", "rules" and "tips".

Is that true? Have those writers discovered some sort of a simple wisdom that the rest of us are not yet aware of? Hardly possible... though this aspect is not striking people, otherwise why would we see so many pieces of unprofessional writing?

With that type of articles, writers bring a huge disservice to the professional marketing world. First, they promote the idea that "marketing" is a simple thing to do. Only if you are mentally retarded (no offence meant), you do not understand and cannot apply those easy simple rules, glorious pieces of advice. Take some time and look at the titles: almost all of them contain cheap pick-up words such as "easy", "simple", "tips", inducing the idea that the subject is available to anyone. No, it is not, and we must face it.

Second, a beginner entrepreneur seeking information on how to start / how to develop his business might reach the conclusion that marketing, sales, promotions, are fields that do not require a professional to handle them, it is sufficient for him to follow step by step the "great tips" he finds online at every corner. Why then we wonder when so many small businesses fall apart around us?

At last, students who are involved in any major related to marketing, they might fall into the trap of thinking theory and study is, well, not quite important. Any problem can be solved by applying some of the tricks the online world is full of, and here they are, no need of thinking, no need of developing a strategy... why did they register for expensive, time � consuming universities in the first place?

You might say this sounds paranoid, and you would not be too wrong. The purpose of the above statements, with all their intended exaggeration, is to ring a bell.

Another issue is that of the audience and the purpose of the writings discussed here. Since they are published mostly on sites claiming to offer marketing resources for the professionals, we might assume this is the target audience. Still, it is very doubtful that true professionals would bother to read something entitled "Increase your sales � 10 easy tips", unless some morbid curiosity or a weird sense of humor drives them on. Why? Because they know there is nothing new under the sun, those "tips" are just rewritten old principles, same content with a different cover. Taking a better look at the content of the "incriminating" works, one can recognize the principles taught in school, now extremely summarized and simplified, written in a very accessible language level, and in most of the cases presented as the authors' very piece of mind. Well, if the professionals are not the audience, then who is? Students? They are stuck with their bulky books trying to become the next Philip Kotler... Maybe business owners? No... they must have either hired someone or they got busy running the business themselves, unaware of the Z number of advices waiting to be read.

It means we return to the first assumption, that the number � entitled articles address to the marketing professionals. And, hey, almost forgot to mention that the author is, in most cases, a "marketing guru" (I am terrified by this guru thing!) From this point, the real worries begin: since when the level of professionalism lowered so much? Are we losing our creative thinking? Can't we come up with something new anymore? Do we need those cheap works to have us promoted?

... Finally, are we getting dumb?

About the author:
Otilia is a certified Marketing consultant with expertise in e-Marketing and e-Business. She developed and teach her own online course in Principles of Marketing (http://class.universalclass.com/emarketing). You can contact Otilia through her Marketing resources portal at http://www.teawithedge.com


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eMarketing Basics
 by: Matt Bacak

eMarketing, commonly known as an Internet marketing tool, refers to 'how' businesses market their services or products online. In this new age of technology, an Internet presence directly affects the success of a business. From an ecommerce site to an informational site, eMarketing begins at your homepage.

Utilize a Website

Every website has one goal and that is to heighten the interest of the reader. For the homepage to be an effective eMarketing tool, web content needs to follow the search engine optimized (SEO) techniques outlined by search engine domains like Google and Yahoo. Once landing on your site, the content will act as a sales letter.

Whether you operate a service or sell products, eMarketing is more affordable than the traditional means of marketing. Over 130,000,000 people surf the Internet daily. It would take a hefty investment to reach this number of people in the more traditional means of marketing.

Producing a website that ranks well in the search engines, will assist you in obtaining more visitors and visitors easily convert into customers at a rather amazing rate.

Cost Comparison

Printing promotional material can be quite costly. With a website, this cost is significantly lower because your site eliminates the need for brochures or an abundance of business cards. Instead of sending a new prospective literature in the mail, re-direct them to your website. It will guide potential customers through the basics of your business.

Studies show that the per-reader response rates of newspaper advertisements are low. This is due to the number of readers that scan over your add that really have not interest in your services or products. Online readers, however, are a direct result of search engines. These people want to know more about your services or products. The likelihood of turning visitors into customers is higher.

Advertising Campaign

With eMarketing, the cost of an advertising campaign is drastically lower. The same rules apply but with less effort. You'll need to locate your target market, address their interest, and show how they can benefit.

Typical, ezines or announcements serve as an eMarketing campaign medium. Utilizing these mediums will improve your online business. Here's how you can get started:

Ezines: Ezines are nothing more than an electronic newsletter. There are several services online that will assist you in writing an ezine. But use caution! It's bad business to send an ezine to someone who hasn't subscribed.

Announcements: Announcements are similar to a press release. Using the electronic transfer of news to an email box, you can announce new events, new services, and new products a lot faster.

Hottest eMarketing Tool

Today, e-books are the hottest marketing tool of the Twentieth Century. Once Internet Gurus grasp the concept of selling their services or products with an e-book, the market jumped. Adding an e-book to your tools of eMarketing is a smart move.

E-books consist of hidden links (as in, not apparent) that the inexperienced e-book reader can't see. These links help promote affiliate programs and sell your services or products. The readers click through the e-book and find themselves at your site.

E-books are an eMarketing medium that needs careful planning. It makes no sense to develop an e-book on dogs if you sell household appliances. To be successful at eMarketing with e-books, you need to write content related to your business. For instance:

� Home Improvement - How to Design a Kitchen

� Accountant - How Small Businesses can Benefit From a CPA

� Web Developer - How a Website Can Help

Bottom Line

eMarketing has saved businesses thousands of advertising dollars. It's an effective marketing tool that every business should take advantage of. With a better understanding of how eMarketing can help improve your business, you can prepare for an eMarketing campaign that will exceed all of your expectations.



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