But why is marketing so important, yet seems to be a very complex, puzzling and complicated task?

Let me start by saying that marketing is a scientific process, but not just an academic theoretical one. It is the most applicable and empirical science of them all.

The complexity of marketing derives from its very own nature, where a marketer needs to acquire ample knowledge about the product, the customers and that latest market trends, in order to be able to take a series of tough decisions to achieve his/her ultimate goal; selling in abundance.

Another feature that makes marketing such a difficult task, is the little recognized fact that most other business functions are actually a part of marketing, simply because every thing that has to do with the customer is marketing.

So, it would be safe to say that the marketers job is the toughest, and most crucial part of the success equation of any business, both online and offline alike.

The marketer has to find customers, motivate them enough to buy the product, then keep them attached as loyal customers to buy again and again. A process that can only succeed when done with a great degree of organization and coordination.

This brings us to the question we asked in the title of this article, and the answer therefor would be:

Every business, big or small, online or offline, needs a solid, well planned, well coordinated marketing program, without which success becomes merely a day dream.

It will not be an exaggeration to say that most of the failure stories, especially for online businesses, due to an extremely competitive nature of this medium, are attributed to the lack of a solid marketing program.

$ How to create a marketing program?

With enough said on the importance of having a marketing program, it is now time to look into the process of creating one that renders desired results.

There are few elements that need to be integrated with any successful marketing strategy:

• 1. Finding the customers needs.
• 2. Analyzing the customers needs.
• 3. Determining the niche market.
• 4. Scanning competition.
• 5. Formulating the overall message.
• 6. Deciding the communication methods and media.

1. Finding the customers needs:

This seems to be the most basic rule for success, you don't invent something then try to find a market for it, simply sense the pulse of the market, find out what people need then create your product.

There are several ways to do that, through survey, listening to discussion groups, or even from the daily newspapers and magazines, read with your business in mind.

2. Analyzing customers needs:

Different customers need different things, in fact the word "need" in this process should be replaced by the word "want".

It is widely believed that customers don't actually buy what they need, rather what they want, after all, while you may be a marketer, at some point, you are also a customer, you know yourself.

So, by analyzing the customers Wants, you will be able to determine which fits with the nature of your business, and which comes as top priority for the customers as well, so you don't waste any time or effort on "preference #10" when you can be selling "preference #1".

3. Determining the niche market:

The Internet community is so vast, that one can easily get lost in cyber space, wasting precious time and effort, and even money sometimes, promoting his/her product to the wrong market.

Determining the niche market is the smart marketer's approach, a narrow qualified market renders far better results that sending your message to kazillion people who could not care less of your business or what you sell, then you keep wondering why you are not selling any thing.

4. Scanning Competition:

By now you sure know that whatever you do on the Internet, you are not the only one doing it, there are literally thousands of other marketers doing just the same.

In a previous article (four killer tactics to save you money in marketing) we spoke about your "UMS" "unique marketing style", now we bring it up again.

By scanning your competition, you will know what they do, what message they present, and what are they telling their customers. By knowing this you will have a better chance standing out, sending a unique marketing message, and grabbing the attention of your market.

5. Formulating the overall message:

This is what is referred to as the "Concept" of your marketing program. Each program must have a main concept, a theme, a motto, something smart and catchy to stick in the brains of your customers, and to determine the path you will take in your promotion.

Such theme has to be related to what you offer, tickles the mind of your customers touching upon what they want, showing them how easy it is to get it, and what benefits they obtain from getting it. Be creative, consistent and precise.

6. Deciding the communication methods and media:

When it comes to marketing campaigns, your choices are virtually endless, online and offline.

Are you going to use classifieds, e zine ads, press release, TV commercials, Radio broadcast, flyers.... etc

You need to decide which methods you are going to use both in terms of efficiency and effectiveness.

Efficiency means the cost, will you get your dollar's worth with the media you choose? Or is it just going to cost you a bundle with no real return?

Effectiveness has to do with reaching the niche market. Which methods better suit your market, is it TV, or classifieds?

I think you get the point now, by deciding the communication method you are going to use, you will guarantee getting your message to the right audience, without wasting any money or effort, and you can then expect the best results.

Now, I can not claim that this tiny article actually covers all the needed elements for creating a solid marketing program, which can not be covered in just one article, but the purpose is to give an insight of what needs to be done in order to achieve success in marketing.