Sales and Marketing

Realistic Plans for Your Website

As you develop company strategy, you should also develop a realistic Web plan for your website’s look, feel and functionality. This is often called the Web “front end,” or scale and technical reach of your site. There is an enormous range of possibilities for Web development, from the $10/month hobbyist site developed in simple HTML...


Making Your eCommerce Site Work

There are many ways to have your website take off and make money. Traditional business mottos tell you to buy low and sell high, or to remember that the customer is always right. But in the brave new e-world, I think that there should be a new business maxim: Imitate Amazon. If you do what...


Real-World Internet Marketing of Your Business

A website does nothing for your business or organization by itself. Its use depends on traffic, and traffic depends on marketing. A website without a marketing plan is as useful as a toll-free telephone number that nobody knows about. One of the biggest and most widespread fallacies of the 1995-2000 Internet boom in the United...


Catalog Sales for Your Business

There are plenty of benefits to having your products sold in catalogs. But, be wary! There are pitfalls as well in this sales/distribution channel. Giving away the farm Many catalogs will ask for a multitude of discounts and concessions before they even place one order. You give them a set price for your product. But...


The Increasing Power of Publicity

The call came into my office and the voice on the other end was very energetic, almost giddy: “I have finalized my marketing budget and need your help launching an advertising campaign for my new product,” he breathed. “Congratulations,” I replied, “but before we implement an ad campaign, I want to make sure you have...


Efficiency in Marketing on the Web

Build a better website and they will come? Not a chance. The value of your website will depend on traffic, and traffic depends on marketing. A website without a marketing plan is as useful as a toll free telephone number that nobody knows about. If you have an online store, or simply use your site...


Product and Brand Failures: A Marketing Perspective

Overview Product and brand failures occur on an ongoing basis to varying degrees within most product-based organizations. This is the negative aspect of the development and marketing process. In most cases, this “failure rate” syndrome ends up being a numbers game. There must be some ratio of successful products to each one that ends up...


Market Analysis for Your Online Business

Every online marketing plan should include a clear explanation of the market segmentation, target market focus, and a market forecast. It should include detailed information about each of the target market segments. To develop an effective plan based on your customers’ needs and nature, you should be able to answer these questions: Who are they?...


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