Content Article by Kathleen Gage

Actually, I hold the designation as the very first user of the ATM in front of the Bank of America branch in a small town along the Russian River I lived in until 1991. To this day I remember what an exciting moment that was for me and bank personnel. You can tell, sometimes I am easily amused and entertained. And yet, for the town this was a really big deal. It was a turning point.



Since first being introduced, ATMs became as common as VCRs, cassette players, and heated curlers. As with all of the items mentioned, including ATMs, each has been phased out by more progressive items and ways of doing business. VCRs to DVD players, cassette players to CD players, heated curlers to curling irons or hair styles that don’t require curling. ATM machines are making way to debit cards and Internet banking.

Have you given thought to trends that are impacting the way you do business? It never ceases to amaze me how many home based and small business owners don’t give this much thought. Or, even if they know something is looming overhead, they pretend it doesn’t exist.



Fact is, there is one HUGE trend you cannot ignore. If you do, I can promise it is only a matter of time before you are so far behind it may be too late to catch up. It is the use of the Internet in your overall marketing strategy.

Unfortunately, many people who are running a home based or small business act like the Ostrich with their head in the sand. Hopefully, you are not one of those people.



Many people think if they pretend something doesn’t exist it will just go away. Not so with E-marketing. It is becoming more and more prevalent all the time.

1. Look at what your competitors are doing on the Internet. What does their site look like, do they have systems in place to consistently market to their customers, and do they appear to be leading the way.

2. Sign up for online Ezines that keep you abreast of trends. Some excellent resources are http://emailuniverse.com and http://sbinformation.about.com

3. Learn all you can about how to market using the Internet. Regardless of what your product or service is you need to know how to use the Internet to gain greater market share.

Fact is, very few people can avoid using the Internet in their overall marketing strategy. This doesn’t mean you have to go from A to Z in one leap. It does mean that each day you need to do something to increase your knowledge base. Perhaps you need to bring someone on board who has the knowledge that you need. Whatever you decide, make the decision based on being proactive rather than reactive.



As you think about 2005, the question you must ask is, “Will 2005 be the Year I am Known as a Trendsetter or Someone Who Got Left Behind?” I know what my answer will be.