The Internet continues to grow at a rapid pace. Billions of dollars have already been transacted this year and with holiday season approaching those numbers will only increase. The traditional forms of marketing and advertising still have their place; however, in a world where one out of every eight dollars is spent online, traditional 4P’s of business might not fully apply.

In past, business mantra was “location, location, location.” More and more businesses have realized that, with Internet boom, new mantra is more like “logistics, logistics, logistics.” Marketing is not an issue of where you are anymore. Instead, companies need to properly place themselves in vast World Wide Web so that customers can easily search for products and services they are looking to buy. This becomes difficult because consumers do their shopping from their computer at home.

According to a recent study conducted by DoubleClick and Nielson/NetRatings, last quarter of 2003 yielded amazing results, up 40 billion impressions from third quarter. Throughout year, advertising volume on Internet increased by 49 percent—that equals about 200 billion impressions in fourth quarter!

Rand Blair, of 10x Marketing (http://www.10xmarketing.com), believes increased numbers result from fact that people are using Internet more and more to find products they are seeking to buy. “As people become more familiar with Internet, they are becoming more comfortable searching, learning, and purchasing. As a result, online advertising is booming!” Two of most popular and successful advertising techniques on Internet are pay per click campaigns and natural search engine optimization campaigns. A brief description of each is listed below:

DEFINING THE DIFFERENCE BETWEEN PUBLICITY AND ADVERTISING

Dictionary.com defines Publicity as "Information that concerns a person, group, event, or product and that is disseminated through various media to attract public notice."

Dictionary.com also defines Advertising as "The activity of attracting public attention to a product or business, as by paid announcements in print, broadcast, or electronic media."

While two concepts seem very similar in nature, real difference lies in word "paid."

PUBLICITY IS NOT ALWAYS FREE

If certain resources need to be gathered together to launch a drive for publicity, then publicity cannot be thought of as free.

In fact, some publicity stunts can be very expensive to plan and to pull off. Additionally, press releases can consume a lot of time or money to get them to news sources that need to see them. Constructing an effective press release often requires a writing specialist to construct it. Then press release distributions can run $300 apiece if an experienced third-party vendor is contracted to get them delivered.

No matter cost of effective publicity, cost of same amount of media attention generated by advertising will always be much, much greater.

WITH THE RIGHT ANGLE, YOUR PUBLICITY CAN COST EVEN LESS

Joe Vitale has told story about how U.S. Parachute Association wanted to draw attention to one of their events. They had hired publicist Linda Credeur to help them to develop ideas to promote their upcoming event.

When Linda learned that elder George Bush had been only U.S. President to parachute from an airplane --- in WWII --- Linda thought it would be a great idea to "invite Bush to convention, and to even give him an award."

Although George Bush generally gets $50,000 an appearance, Linda was able to get Mr. Bush to attend event for free. Joe said that event was able to generate "wall-to-wall news coverage" with at least four camera crews in attendance for a week.

To read full story, please visit Joe Vitale's site at: http://www.mrfire.com/0018.html

LEARN TO SCALE YOUR PUBLICITY