Thinking About Internet Marketing Tools

I can think of no other business with such a dizzying array of tools available, than those available to the owner of an ecommerce business.  The good news however, is also the bad news.

Here are just a few of those tools, and many of these have multiple sub-choices:  search engine marketing (including search engine optimization and paid search), website conversion, merchandising (bulk SKU loading, up selling, cross selling), analytics, email campaigns, loyalty programs, online enthusiast forums, personalization and interactivity, outlet stores, closeouts and O.D.A. D. (one deal a day), catalogs, magalogs (catalogs with content), affiliate marketing, linking, stores on eBay, Amazon, MSN and Yahoo!, and private labeling.

No one has unlimited financial and management resources.  Further no one is an expert in every option.  Each option has its own baggage in terms of commitment vs. potential payoff.  So how do you prioritize and choose one?   How big a commitment do you make?  How do you select a vendor?  These are all good questions, without easy answers.

First, all of these options are tactics, not strategies.  We are big believers in establishing your strategy before you implement your tactics.  Once the right strategy is in place, the available resources will be obvious and will also point to the low hanging fruit.