Welcome to the New Avenue blog. The goal of this blog is to share insights about marketing strategy to help entrepreneurs and business owners to understand and be successful with their marketing efforts.
The biggest problem I see in ambitious startups and small businesses is not a lack of money, but the lack of strategic marketing foundation that is required to execute well, to convert customers efficiently and to build a brand. Before you decide whether to webcast, e-mail, hire a new salesperson, advertise, blog or change your website again, business leaders need to tackle the bigger questions and decisions at the core of their business.
Fortunately, many of the current ways to build awareness and convert customers do not require big ad budgets or lots of money. Many companies have succeeded without advertising or marketing program spending at all, including new giants like Google, YouTube, Facebook and MySpace.
This doesn’t mean that new Web 2.0 companies do not have a marketing strategy, do nor does it mean they aren’t doing “marketing” any more than other traditional businesses. They are just doing it in different ways using new tactics that are right for them.
Your marketing strategy is different than the tactical marketing plan that outlines what you are going to promote your business. Marketing strategy is part of your core business strategy. A sound strategic foundation is required to be successful and efficient what whatever marketing tactics you use.
