This whitepaper is the fifth in a series entitled “Pillars of Success” by Bill Warner.
“Let’s buy some great advertising and put up a Web site. That will really tell customers about us. That should do it, right?” Another set of famous last words. Does anybody know how much was spent on advertising by the ‘Dot.bom’s’ from 1998 to 2002? Does anybody remember them? Better yet, did the advertising work? I’m all for advertising as a marketing tool. But, I am more committed to putting together marketing lead generation programs, targeted at the intended buyer of the product or service. This is the world of marketing and has everything to do with telling your potential customers that you have something they need and giving them a way to contact someone who will sell it to them.
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