There has been a lot of talk about the National Broadband Network, Stephen Conroy's plans for it, the roll out and all the many and varied players involved.

 

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What are the incentives and disincentives of using the web as a business channel to market? And can the disincentives be overcome?

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It is a fact that small businesses can't compete with big businesses (such as KMART, Coles or Harvey Norman) on equal terms. SMEs simply do not have the resources or means to compete head-to-head. However, they can leverage small business advantages that big business may not be able to provide or even think of providing.

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A good quality customer and prospect database for email or direct mail can mean the difference between business survival and failure, especially during times of slow growth. The same list, combined with smart communications, will make the good times even better.

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Every firm has its ups and downs, and that can have a major affect on morale. If times get tough or the firm has to drastically cut expenditures there's often a negative emotion that grows until it pervades the enterprise. We've all seen places like that – the team members are moody, there's a lot of internal complaining and bickering, and the firm's performance suffers as a result.

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The silly season is upon us and while recovery from the global financial crisis is, well, not exactly in full swing... we thought it was time to deck the halls and address the vital question of what it takes to start a new business.

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A lead is really just raw material waiting to be turned into something of value – a customer. Achieving this requires careful management, from the moment the lead is acquired until the sale is made and a new customer joins the database.

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With marketing budgets under pressure, business owners and managers are looking for ways to do more with less. One of the most effective ways to find new customers with minimal expense is cross-promotion.

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Novelty or serious sales driver? Corporations are tweeting, 'Facebooking' and working over the reviews pages. So should bleeping and blogging be part of your strategy to reach tech-savvy customers' pockets?

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In the current economic climate marketing, like most else in your business, has to achieve more with less. So, resist the temptation to neglect your website. As in past recessions, the businesses that make the right marketing moves will emerge from the economic downturn in a stronger position.

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