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Internet Affiliate Marketing 101 - It's All About Relationships
So you've found the perfect affiliate program, you've signed up and they gave you a website....now what? "They" say that "all you have to do" is drive traffic to your site...but you don'thave a clue where to begin... Never fear, Affiliate 101 is...
Joe Vitale's Unspoken Marketing Secrets!
I showed the below list to two marketing consultants. They both asked me not to publish it. I then showed it to a non- marketing person. He said he was going to print the list and tape it to his computer, so he could refer to it every day....
The 5-Step Web Site Marketing Plan
Do you have a marketing plan for your site? If not, it may be time to think about developing one. A marketing plan helps you make the right day-to-day and long term decisions. Without one, your site is less likely to be a success. Creating a...
The Five Most Common Joint Venture Marketing Mistakes To Avoid
Joint Venture marketing has become a highly popular way for small businesses to maximize their profits. When two or more businesses combine their resources synergistically, it creates greater marketing impact and bigger profits than either can have...
The Power Of Subconscious Marketing
When you persuade your prospect's subconscious mind to do something, their conscious mind will usually follow. This is true even if the conscious mind disagrees with the subconscious. For example, your prospect may make a conscious choice not to...
 
Fundamental Strategic Marketing Mistakes to Avoid

This is a pretty tough global economy and it is critical for a company to leverage every bit of their marketing resources. So, if this is the case, why are so many companies shooting themselves in the proverbial foot by breaking some of the most fundamental rules of marketing? It's a very simple question with complex answers - here are some of the pitfalls to avoid:

1) Believing a second rate web site communicates integrity: So many web sites are just plain funky looking (graphics, text, menus, etc.) - nice professional term, but it's descriptive of some of the dreck that passes for web site design. A company should not forget that perception is reality on the web and people aren't going to do business with a company that can't field a decent web site - end of story!

2) Deploying a marketing strategy that's all over the map: Is Yahoo a Search Engine, a Portal or a Hollywood Media company? They are the classic 3D hologram advertisement for a company that can't figure out what it wants to be when it grows up. A company must pick a marketing strategy and then stay the course - changing direction every time the wind shifts is not a good business strategy and creates more motion than action.

3) Forgetting real brand development: Branding became the ".com" rallying cry for every newby wet behind the ears with an Internet dream to become a billionaire by selling dog food on the web (I'll leave the sock puppet out of this) - we all know this didn't work. But that does not mean a company should ignore brand development - it's important to remember that a good brand is built one marketing process at a time; everything that a company publishes, develops or communicate is part of the brand building process, which in turn defines the company's market position.

4) Ignoring distribution channels by selling direct via an ecommerce web site: A company should not build and launch an ecommerce site and start selling direct to customers and forget about a distribution channel. It's imperative to give the customer the choice to buy direct from your company or locate a distribution channel partner via a look up capability on the site. And, if you really want to win the hearts and mind of a channel never sell below


retail (SRP) - and afford the channel the opportunity to discount your product so they can compete effectively with you.

5) Making competitive analysis a low priority: Too many companies forget about their competitors after the business plan has been written. They don't take the time to review them on a periodic basis and try and figure out how to deliver goods and services differently, which in turn drives competitive advantage and a long-term sustainable business model.

6) Poorly thought out Investor Relations press release: Do companies actually think investors are just plain stupid and don't really read an IR (Investor Relations) directed Press Release carefully? Investors are typically very bottom line oriented - they want to know about revenue growth and real strategic partnership developments that help the company grow and not much else. Just throwing fluff out in the market and hoping this will drive investors to invest is just plain shortsighted stupidity.

7) Thinking any/all consultants know your business better than you: Reporters and consultants (including this one) have driven just as many companies into the ground with bad advice as much as they have helped them - companies must realize a consultant is typically not down in the trenches and they can make some bad calls - it's important to filter their advice.

8) Letting the inmates run the asylum - customers should help a company refine its product marketing strategy by working as partners. If engineering tells marketing "the customer doesn't really know what they want but we do" the red lights should start flashing danger - the company may be in serious peril and at the very least need new focus and direction for product marketing.

About the Author

Lee Traupel has 20 plus years of marketing experience - he is the founder of Intelective Communications, Inc. http://www.intelective.com, a marketing services company which provides strategic and tactical marketing services exclusively to small to medium sized companies. Lee@intelective.com Reprinted with permission from Intelective Communications - this article may be reprinted freely, provided this attribution box remains intact. (c) 2001-2002 by Intelective Communications, Inc.

 

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Marketing.org - Home of the Business Marketing Association
Serves the professional, educational and career development needs of business-to-business marketers.
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Welcome - American Marketing Association - www.marketingpower.com
Dedicated to serving the educational and professional needs of marketing executives.
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Advertising, Marketing, Media and PR News - Brand Republic
Find the latest Advertising, Marketing, Media and PR news from Brand Republic, the online resource for up to the minute advertising and marketing news and ...
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Marketing Magazine - Marketing News - Brand Republic.
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Offers a Canadian source of news and articles on marketing, advertising and media.
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BidVertiser - Pay Per Click Advertising On Sites Of Your Choice.
Pay per click advertising - online advertising directly on sites of your choice, internet marketing solution for online advertisers.
www.bidvertiser.com
 
Online Behavioral Contextual Advertising and Marketing.
Promote your business with today's most effective online advertising technology, contextual advertising at a cost effective metric of CPC, PPC, CPM or CPV.
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Sales Jobs / Marketing Jobs / Advertising Jobs - MarketingJobs.com
Employment site for marketing and sales professionals.
www.marketingjobs.com
 
The Chartered Institute of Marketing
The Chartered Institute of Marketing is the world's largest international marketing professional body and helps with career support and information ...
www.cim.co.uk
 
Marketing: See what people are saying right now on Technorati
See all blog posts tagged with marketing on Technorati.
www.technorati.com
 
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Marketing knowhow from professionals. Newsletter, articles and how-to's.
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Guerrilla Marketing Online - The Official Site
Guerrilla Marketing Online is anonline magazine for small business, entrepreneurs, sales people and marketers of all kinds.
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Business Marketing - Small Business Marketing
Business marketing - Read everything your need to know about small business marketing.
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