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 --

If you are not utilizing power of web as an integral part of your marketing program and business strategy, you are simply asleep! And your competition loves you for it.

In today's Internet-loving environment, you and your business should clearly understand huge benefits of an effectively designed and properly utilized e-presence. Using Internet is virtually free, providing a worldwide customer reach for your message and product. Imagination is only limitation in effectively utilizing Internet in your marketing. Quickly and easily, Internet will cost-effectively provide current information to your target market in a non-intrusive and timely manner.

The Internet has become great equalizer for thinking businesses wishing to thrive in 21st century. I dare you to ‘surf-the-web' and pick 10 companies at random and tell me how big their annual revenue is. Whether your business is just starting out, or celebrating its 25th year, Internet tends to level playing field, initially providing equal access to your targeted market. And that is a primary task for any marketing group wishing to grow their business.

There are a number of aspects to an effective "on-line" presence adding both reach and currency to your total marketing strategy. Short of being just an e-business, your e-presence should compliment other marketing efforts. In other words, look & feel of web site, e-newsletters, e-mail, etc. should reflect and reinforce image you already send to your target markets through sales brochures, direct mail, product presentations, and corporate communiqués.

Developing an on-line presence takes some thought and planning. Don't wing it! As a start, apply same process to creating a first class web site that you do to your other marketing programs. Capture same image and message on line that you already convey in other marketing collateral dispensed by company and its sales representatives. Don't skimp - a poorly deigned web site sends wrong message. Especially when there are many inexpensive ways to create a highly polished, professional grade version.

Depending on your business, Global Marketing believes that a comprehensive Internet effort should include a few key parts. Each part comes with a set of Do's and Don'ts that will make or break your e-marketing programs. If you are new or not sure, Global Marketing recommends that you hire a consultant or a reputable Web site design group to assist your initial entry.

► Creating your web site Your web site becomes centerpiece or catalyst for all of your e-marketing efforts. Don't get caught up in telling everyone how great your company and senior executives are, rather inform potential customer why working with your firm will benefit them. After all, primary purpose of marketing is to create sales opportunity. The web site should be another tool to this end.

If you hire a consultant or web design group, they already understand how to effectively paint your message on Internet landscape. If you decide to do it in-house, then a few simple reminders may help:

Make your web site easy to read with a crisp message on how and why customer benefits Make your web site intuitive and easy to navigate, keep things simple and informative Make look & feel similar to your other marketing collateral to reinforce your brand image Stay away from fancy graphics, video and audio - many people still access through slow modems Make sure it's clear how they can contact you if they want more information To increase your web site traffic ( leverages search engine use ) utilize meta tags Keep your site fresh with frequent and informative updates that motivate return visits Test your site often with multiple browsers to ensure it plays at all levels Make your content important, timely and relevant - provide value to your visitors, and they will return

► Creating Sales opportunities A web site begins to stitch together your overall e-presence. Your next step is to turn your web site into a pro-active marketing tool that reaches out and creates sales opportunities for your business. One method used frequently is a high quality and informative eNewsletter.

An eNewsletter is easy to create, and easier to distribute. With click of one button, you can literally send your eNewsletter to millions of prospective customers. The beauty of an eNewsletter is that it is immediate and virtually free via Internet - consider alternative snail-mail of $0.18/copy (bulk-rate) and 5-7 business days to delivery. An eNewsletter can be an effective promotional tool breathing sustained value into your company's offering, while providing a greater competitive advantage.

eNewsletters can be an effective tool in generating new sales opportunities or made irrelevant and considered worthless spam. The way you approach this important and special communication with your target market decides which label your customers give it.

Some things to consider when developing your eNewsletter. The key to any well-written eNewsletter is capturing e-mail addresses and building your customer database. The more email addresses better, however, give your target market an option by inviting them to "opt-in " to your eNewsletter. In other words, don't ‘spam' them by sending eNewsletter unless they asked for it. It devalues your eNewsletter no matter contents.

Global Marketing realizes that it is tempting to buy a ready list of e-mail names. There is a time to buy e-mail lists; this is not one of them. Keep your eNewsletter as a special prize provided to select individuals and only available by visiting your web site. By getting them to your site you can present your marketing message and benefits to their company. The eNewsletter now becomes an effective follow-on hook. And you get them to sign-on for your eNewsletter by making content compelling. Your topics should be current and relevant, with tips that help their business grow and develop. An easy read, that is non-intrusive, yet timely, focused and value packed.