Marketing online has become fiercely competitive. Marketers are attempting to unravel and decipher online marketing and marketing strategies to succeed.

Some argue that there should not be a distinction between traditional (off-line) marketing and online marketing. Others feel that concepts applied to mail order work well on the web.  Others still argue that online marketing is a breed of its own and what works in one arena may not work in another.

Some standard practices like “above” the fold, hold true in both print and online copy.

Regardless there are traditional forms of advertising that are viable and make sense to use on the web.

Buyers Guides

Many print magazines offer buyers guides. Buyers guides typically have a long shelf life and are viewed as a product resource, meaning it is one of the first places consumers look when wanting to purchase an item.

Often magazines will include product reviews or sponsored placement in a buyers guide. This a great idea for businesses to not only promote their own product but complimentary products from other businesses.

Product Reviews

The impartial overview from a credible source can spark product interest. A third party independent review of your product or service is seen as a vote of confidence. Invite publishers or even bloggers to review your product or service.

When requesting a review, it is proper net etiquette to always provide the reviewer an evaluation product free of charge. After the review, be sure to thank the reviewer and if appropriate, link to the completed review.

If you are marketing someone else’s product then create your own section of product reviews on your site.  Ask other customers is they will give you a review on the product.

Forums/Volunteering in Communities

Offering your time and expertise will establish expertise and knowledge in a specific industry. Participants who participate in forums have a genuine interest and are a great target audience. Posting helpful information rather than blatant product advertisements will enhance an image.

Article Syndication

Writing quality informative and educational articles will also establish expertise. Articles also educate users about related product or service. Generally educated users require less technical help and are an easier sale because they understand how the people or service will help them.

When small businesses compete with big businesses there are a number of areas in which they can compete effectively. As more businesses turn to the web as an advertising model, it is important that marketers and businesses define themselves by giving themselves every opportunity to be found.

Utilising undervalued marketing opportunities will separate online successes from failures.