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 Adland Digest FREE Edition #587
  Wednesday, Dec 5, 2007

Information Your Business Needs RIGHT NOW

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Effective Marketing and Advertising Borne Out Of Better Understanding!

By Chardrack Irobogo
In these days of internet marketing and ecommerce it is some what difficult for many online marketers to really know the difference between marketing and advertising. But for a business marketing online it is crucial to know what these two terms really are so as to effectively apply them to ones benefit.

Although Marketing and Advertising sound similar but in reality they are not. Advertising is only a part of the bigger game called Marketing. While marketing encompasses complete conceptualization of a brand right from research to designing to advertising and sale, advertising, on the other hand, is a component of the marketing process.

Advertising is nothing but conveying the message through variety of mediums to promote the product.

Advertising is one of the most important component of a marketing strategy and also the most expensive. Advertising constitutes sending the message across to the public about your company, product or service.

For advertising to achieve it's purpose there are processes to be followed. These include formation of various strategies and of course coming up with a right one to target your prospects.

Some of the strategies you will need to take care of consist planning things like:

>>> Placing ads

>>> Deciding what media to use

>>> Deciding on the timing

>>> Deciding on the frequency, etc.

As an online marketer your primary medium of advertising is of course the internet. However, mediums like the television, snail mail, newspapers, radio, magazines, mobile messaging, flyers, billboards etc. can also be used in advertising your business.

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To better understand the difference between advertising and marketing simply consider marketing as a cake, cut that cake into pieces. Advertising is one of the pieces of that cake. The other pieces of the cake are market research of your product, product design, media planning, PR, product pricing, customer satisfaction, customer support, sales and many more.

When marketing online, all these components or pieces of the cake should work independently but collectively in achieving your bigger goal i.e. sell your product(s) and build your company's reputation in the market.

Marketing is a marathon process involving many tasks which takes hours, sometimes days of research. The market research part takes the longest duration as it involves thoroughly understanding the behavior of people towards a product. But trying to avoid the research part of marketing because of the time involve will not help in any way. Designing the product and developing advertising strategy is also a time consuming process.

The mistake most small businesses online make is confusing advertising with marketing. They try to ape big companies like Coke and Pepsi in advertising but they simply ignore the work that goes behind that. The classical example of this is, take the case of logo advertising for instance. Many business owners are so hysterical about their logo because they think that it will simply bring in the sales. But the secret of logo advertising and why it works is none other than the reputation of the company. Companies spend fortunes on advertising which a new start up business or a small business online can't.

The better option for a small business is investing money and time in communicating to the consumers in a way that they can address their expectations. And this is most effective in marketing online since the internet is about information. Besides, educating the consumers also helps as it will give them an understanding that you know what you do and are best at doing that.

If your desire therefore is to market profitably online then you must be smart and aggressive in your approach rather than passive. Understand the whole picture of your marketing campaign. Provide information and educate your potential customers. Learn also how to provoke reader's minds by prompting them to do something rather than just making them knowledgeable of the product. Having a good marketing campaign speaks a lot about your business and your products. And advertising gives that finishing touch to the hard work you have done in selling your products.



About the Author:
Copyright © by Chadrack Irobogo 2007. All rights reserved.

Chardrack Irobogo is a writer with a passion for helping people achieve their personal and professional dreams through the provision of inspiring and empowering content. The over-riding mission of his website http://www.themarketingmouse.com is to reveal proven and tested tactics and strategies to help you generate real and consistent revenue from your online business even when you are on a shoestring budget.


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Sales without Search Engines

By Paul Bliss

Imagine one day you flip on your PC, log on to the Internet and go to Google.com. The browser alerts you and says that there's no website found at that address. No problem you think, as you head on over to Yahoo.com. Same thing. No website found at that URL. Now something seems fishy, go to MSN.com because you know Microsoft will never run out of money, and their search engine will be up. Nope, instead you get another alert box telling you that there is no website found at that URL.

Imagine no search engines!

Imagine an Internet world where no search engines exist, and anyone trying to make a living online selling a product or service has to be found. Where would you start? Where would you list your site(s)? How would you get your site found by your potential customers?

This is the mentality you should always take when promoting your website. Sure, it'd be great to have top rankings in the search engines, and get all of that free targeted traffic coming to your site. But just as easily as you achieve that ranking, you could lose it overnight - with a simple filter change in the algorithm.

You can't be totally dependent on search engines

I'm sure you've heard of the 'Florida' update that caused many site owners panic attacks as their previously highly ranked sites fell off the face of the Internet. They lost sales, traffic and dreams of Internet riches.

As I heard someone famous once say: “Don't place all your eggs in one basket” - yet too many website owners do. They're obsessed with a top ranking in Google instead of building a brand name people will recognize and trust. Top rankings in the search engines should be part of your Internet marketing strategy, but dedicate only a portion of your efforts to that. You should equally spend your time pursuing partnerships with other non-competitive sectors of the Internet.

Web rings, for example, are a group of related sites that link to each other. Internet marketing is the same concept, but on a much grander showcase. You can advertise your site in the costly pay-per-click arena, and if you have the budget to do so, that's the quickest way to get found. But keeping in mind that search engines don't exist, what would you do to get the word out?

Marketing your website outside of search engines

Other Internet marketing options include:

Press releases
While they should be reserved for newsworthy purposes (new product/service, acquisition, attending trade shows etc.), they're a great way to get people to visit your site when they're looking for information related to your product or service. They're also a great way to build your brand name and to become known as an authority of information in your field.
Directory listings
Quite simply, this is the easiest way to get your site indexed by search engines. There are many free directories that you can get your site listed in, and there are many fee-based directories that are worth the price of adding your site. The added value is that since your site is listed categorically, it helps to re-enforce what your site offers, since it will be found with similar sites.
Expose your expertise! While article writing is not easy, it's an extremely valuable asset to your site. By writing, you're creating unique content found nowhere else and we all know how much search engines love that! It also gives you another way of explaining a product or service without coming off as a sales pitch. Another added benefit of writing articles is that it's a great way to naturally grow the size of your site in an organic way, and will in turn, make your site become a hub of relevant information in regards to your industry.
This should be your site's bread and butter. The people that have signed up for your newsletter already feel that your site was worth their time to give you their e-mail address, so these people already place some trust and value in what you're saying. The newsletter is where you can promote new products and services to interested users without risking being intrusive. This is the best place to make a sales pitch to your perspective readers!
Blogs & RSS Feeds
While to some people this is already old-hat, there are many users out there who have no idea about how to customize the content they want to read. There are many areas to get your blog listed, and it gives an inside point-of-view into the inner workings of your company or personality, thus giving yet another way for users to identify with you or your site.


It's safe to say that the search engines will always be around, but to focus entirely on them and ignore the other resources could be a costly business mistake. Just remember to keep your eye on the prize of online success, and customers coming from various outlets, not just the search engines.


About the Author:

Paul Bliss is CeM certified, having successfully helped over 80 clients reach and maintain their SEO goals. Paul has been involved in search engine marketing since 2001. Article originally published at Conversion Chronicles.
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