One of things that introduction of blogs has done is to cause an exodus of sorts from email newsletters or ezines to online publishers simply publishing information on their blogs.

It is not too difficult to realize why online publishers embraced blogs so quickly and enthusiastically. Actually SPAM monster appeared to be slowly squeezing life out of their online business. To meet SPAM challenge most ISPs have set up SPAM filters that are so powerful that they quite often filter out mail that has been requested, especially mail of massive opt-in kind. This has meant an increasing number of bounces and undeliverable mail.

With arrival of blogs there was an easy way out of all this anxiety. Ezines could easily be posted on blogs and no ISP SPAM filter would touch it. And what is more email aspect of feedback was not lost because readers could easily post a comment at blog. The huge advantage over email here was that one could see another readers comment and quickly support or disagree with it. Blogs have actually revolutionized publishing way no other tool has in history of mankind.

So have blogs made email newsletters and opt-in email lists obsolete? The answer is a firm “NO”. Nothing would be further from truth. Even when an online publisher delivers their weekly or daily content at a blog, what is best way of sustaining and growing traffic to blog?

Small Business Branding Advertising and Marketing an Oxymoron?

Unless you're a ubiquitous consumer products company, value of branding is far, far less than value of direct response. What good is impressing someone with your brand if he or she never comes into contact with your business again? Why would they come into contact with your business again if you haven’t gotten a direct response?

Branding is essential for Coca Cola and Microsoft and all other consumer giants because they don't need direct response. Their offering is available every time you drive down street, so burning their logos into your eyeballs will actually make you more likely to buy. But if you have to search out business, having a logo floating in your consciousness won't be enough to motivate you.

Even if branding alone could drive business, how long will it be before that logo or slogan or jingle has left your memory forever? A few hours? A day?

One of basic requirements for branding is repetition. Numerous repetitions. Like seeing little Microsoft flag every single day, in lower left corner of your screen, on your computer's case, in magazine advertisements and on television commercials.

One visit to your website or one glimpse of your advertisement won't accomplish this—and remember, unless you have Microsoft’s budget, one exposure is all you’ll likely get if you don't get a direct response.

In reality, even numerous exposures to your brand might not be enough. There's only so much room for logos in people's minds, and you've got an awful lot of deep-pocketed competition for that space.

In contrast, if someone requested a whitepaper from you, or called in for more information, you would have their attention for much longer, even if you never followed up--which you could do, since you had their contact information.

The Two Cases when Branding Makes Small Business Marketing Sense

1. When branding enhances direct response rather than detracting from it.