Most Internet companies do not know this, but there is a difference between marketing and advertising. Marketing is a strategy. It is defining how your customers will perceive your company. An effective marketing campaign will shape your customers' image of your company in a positive manner.

In order to have a good marketing campaign, you must first define the image you want to portray. Some of the most successful companies have chosen this wisely. Your image is defined by color choices, font choices, and other factors. It is important that when you decide upon your final strategy, that it be implemented across the board in a consistent manner. Every promotional piece you produce should have the same color scheme, same font choice and convey the same message.

As an example of this, let's look at a McDonald's, a very successful offline company. Wherever you go in the world, you will find the same look. Red and Yellow is their chosen color scheme. They have chosen to market their company as a fun place to eat. Their characters (Ronald McDonald et al.) are designed to speak to children. They have found that by speaking to children, they can reach parents. In designing your own marketing campaign, be sure to find a way to speak to your customers. Do your research well. A marketing campaign is not something that can be rushed.

Find out what your customers want from your product or service. Use their "hot buttons" to trigger the response you want from them. It is important to know who your customers are and what makes them buy. Do your research and you will find that consumers will buy from you based on their perception of you. If your marketing materials are sloppy, they are likely to presume that you do poor quality work.

Consider developing a company mission statement that guides you and tells your customers about your company. This statement should be no more than 2-3 sentences long. It should convey a positive message about your company. It should portray your company in the manner in which you want it portrayed.

Be sure to test your image. Try three or four different strategies and pick the best one. When you finally decide on the marketing image you want to portray, go for it! Be consistent in your marketing approach and build your name.