The biggest growth of the Internet has come from companies and individuals marketing and advertising products, services, and information on the Web. The Web represents a low cost alternative to generating new business through direct marketing programs.

Every successful business owner is interested in getting more exposure for their particular products, services, and opportunities. It's not enough to just spend money to get exposure, a good business owner wants to get the most exposure for the least amount of money. The Internet offers one of the most cost-effective ways to reach a large potential customer base with relatively small cost compared to traditional advertising and promotional methods.

Some companies actually make money on the Internet without selling a single thing. They do it by using the Internet to improve communication and customer service. A perfect example is Federal Express. They don't sell anything on their Internet site, but they increased their bottom line by over 10 million dollars by doing customer service on the Internet. The Internet site provides up-to-the-minute information on any package in their system. Customers are able to get the information on their packages 24 hours a day from anywhere in the world. Each time a customer used the Internet rather than calling the 800 number, it increased FedEx's bottom line.

When you consider the cost associated with launching a new product or idea through traditional marketing methods, it's easy to see why many companies fail. They spend all their money trying to find a plan that works, rather than spending their money rolling out a successful plan. The difference here is in testing. It's nearly impossible to be right 100% of the time, so it only makes sense to increase the chance of success through testing. The Internet is a cost effective and fast way to test market ideas, offers, and advertising programs.

In any sales organization, the salespeople would love to spend the majority of their time talking to qualified prospects who have an interest in your product. Trouble is, that rarely happens. That's why lead generation is so important to a sales organization. In many industries the cost of generating a lead is very expensive. Using the Internet as a tool to locate qualified potential prospects and present them with a sales message is one of the best ways to harness the power of the Internet. Regardless of the industry, Internet leads are about the most inexpensive leads you'll ever find.

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