We hear a lot about "old" marketing and "new" marketing. When you lay them side by side, it's amazing how strikingly they contrast one another. Which school do you belong to?

"Old" Marketing * Advertisers had control * Results driven * Billboards, phone book ads, magazine ads * Expensive * Long-term investments meant you might spend $20,000 before you realized it wasn't working

Marketing 2.0 * Customers are in control of content * Difficult to measure, given the web's vastness * Blogs, podcasts, ebooks, affiliate marketing, internet advertisements * Extremely inexpensive * Low commitment period means you can quickly change your marketing mix for best results * Interactive * Fun * Easy to mix and match different strategies and tools

It still amazes me how many small businesses aren't taking advantage of the benefits of Marketing 2.0. It's cheaper and easier to use! But then again, most people have a resistance to change and fear of the unknown.

If you're not in the "new school" of marketing yet, I offer you a challenge. Pick one Marketing 2.0 strategy (see list above) and implement it. In three months, see if you're better or worse for doing it. I guarantee you won't feel the hole in your bank account!

About the Author

Susan Payton is Managing Partner of Egg Marketing & Public Relations. She assists small businesses with marketing strategy and communications. She is the author of 101 Entrepreneur Tips, a guide that helps entrepreneurs make repeat customers, close the sale, and delegate work. For more information on Susan and Egg Marketing, visit www.eggmarketingpr.com or email smpayton@eggmarketingpr.com. Get free marketing advice on Susan's blog, www.eggmarketingblog.com.