Using technology to gain and sustain an advantage to your business is crucial in today's highly competitive environment. The Internet is creating a powerful marketing medium, virtually leveling advertising playing field for any business wishing to get acquainted with its potential. Understanding power of web and tools available that cost-effectively leverage basics tenants of advertising -- frequency and reach -- is important to growth of your business. And should be an active part of any savvy marketing plan.

Creating a strong e-presence will expand your business, enhance your customer service level and beat out your sleepy, non Internet-savvy competitors. Having an effective website begins process, but Internet related tools emerge daily. Exposing these tools that give competitive options to vigilant business owner and senior executive is part of Global Marketing's mission.

One such emerging e-tool is called weblog or more commonly a "blog".

In a moment I'll explain marketing advantage and advertising power of ‘blog', but first let me explain what it is -- A blog is basically a "what's new page" or journal that is available on your website. Think of it as a place on your website for real-time exchange of ideas or information for customers, and prospects. The activity of updating a blog is "blogging" and someone who keeps a blog is a "blogger." Blogs are typically updated daily using software, which allows people with little or no technical background to update and maintain blog. Postings on a blog are almost always arranged in chronological order with most recent additions featured most prominently

Getting a blog up and running is a simple process. Should you wish to try one out to become more aquatinted with process go to Blogger owned by Google and in short order you will clearly understand mechanics and ease-of-use. Global Marketing suggests that you create your own blog as an integral part of your e-presence prominently displayed on your web site. Creating a blog particular to your business is easily accomplished through readily available software such as MovableType or Greymatter. Most of blogging software firms offer free blog templates, which can then be customized and designed to your specific business needs.

So why is a weblog important to your e-marketing activities, and how will it help expand business?

Search Engines love Blogs Driving traffic to your web site is key in creating sales opportunity and making your e-presence more than just a marketing expense. Attracting new traffic and motivating previous visitors to return is an on-going and sometimes daunting process. A weblog provides stimulus to drive traffic to your site, if done right.

Let me explain.

Currently, blogs tend to get great rankings in search engines. Why? Content and linking - key search engine criteria in crawling vast Internet for requested information. The more links your web site has and more frequently your content is updated causes search engine to capture your site, and normally at a higher ranking.

A business strategy that drives profitable and sustainable growth for enterprise is primary mission for Marketing.

Look around. How much true innovation do you see coming from your industry? How much is just plain copying leader or extending present product ideas? Soft differentiation relegates your firm to a strategy that makes price and cost reduction programs main focus of business. The problem with this thinking is that it's not thinking. Peter Drucker, renowned business guru, stated that enterprises are developed to generate wealth, not control costs!

Pricing and cost reduction efforts should be a part of a normal business operation, not driving strategy. Whether you are making aspirin or providing leading-edge technology such as wireless products -- differentiation is key and without it your company will ultimately fail.

Early on in my career I heard that Marketing is as simple as finding a building that is about to fall over and leaning on it. This marketing metaphor may have some merit, but throughout my 30+ years in industrial automation business, I rarely found a building (to wit a ready market that my company could easily exploit) about to fall. Rather, I found hunting for additional business a daunting task in an ever-more competitive market.

Ever wonder why some companies seem to be more successful than others are. Why do some companies flourish even in tough economical times? Successful companies have traits, attributes and disciplined habits in way in which they approach their customers, and competitors. These companies attract risk-takers and indoctrinate their people to constantly innovate these key areas --