Happy New Year I know it's still the 31st in the US, but it's already New Years on Fiji! Congratulations! You've almost made it through the holiday season. All the presents were delivered, opened and returned. You realize you only need to buy one more container to store those newly acquired decorations. It's that brief moment of time between the sigh of relief for festivities accomplished and the deep breath of anticipation for a bright New Year. Go ahead, take a moment to reflect on the blessings of the season. But what ever you do, don't let your guard down. Come Monday morning I predict a Perfect Internet Marketing Storm is going to bury you in a blizzard of:

• Urgent!
• You Must Act Now!
• Secrets Never Revealed Until Now!

How can so much snow pile up so fast? As the holiday season comes to a close, let's resolve to celebrate the Season of Reason. This year, let's think twice before accepting all those marketing claims. Let's consider paying attention to our customers instead of paying the hucksters. In the spirit of my New Year Season of Reason, here are answers to the 4 most outrageous questions found in the digital marketing offers you are about to receive.

Don't you want to have the latest technology everybody is talking about?

Not necessarily. It's really not about technology, in 2011 it's about connecting. The best way to evaluate the latest technology is get the answers to two questions. Will this new technology help me connect with the right prospects? Will it help me build a better relationship with my existing clients or customers? I've found it's best to focus first on the task, then look for the right tools.

Is it true that people are making millions on the internet?

Yes, but only those who can convince you to invest in their “How I Made Millions on the Net” home study course. The increase in broadband and 4G wireless have made a tremendous impact on the speed of the Internet. But the speed limit will always be set at the speed of trust*. In 2011, the race to business success will be won at a slow and steady pace. It will require:

• The use of multiple communication channels
• An increase in message frequency
• A decrease in message length
• Congruency and transparency in message content

Why should I invest time and money in a (blog, YouTube Channel, Facebook Company Page, etc.).

Definite Maybe. Who are you trying to connect with? Would they connect with you via your blog, watch your videos on YouTube or “Like” you on Facebook? I recommend using as many digital communication channels as possible, but not all technology is created equal. Make sure you choose from each of the M.A.P.** Categories: Marketing (M) - Blog Posts, Newsletters, Articles, White Papers. Advertising (A) – Content Distributors, Autos – AutoTrader, Books – Amazon, Collectibles – eBay. Promotion – Facebook, Twitter, LinkedIn.

Should I invest heavily in the latest technology to jump ahead of my competition?

No, Fear of getting left behind is a common technology marketing ploy. They will do almost anything to get you to join their revolution. Wait until you see the direction of the inevitable evolution before jumping on board. Blogs started as platform for ranting, then evolved into Newsletter management platforms. Avoid the cutting edge, wait for the bleeding edge. My New Year Wish... and gift. My wish is that you have a safe and prosperous New Year. And my gift? When you start receiving those wild and crazy technology marketing offers next week, send them to me. I promise to respond with a measured response, a balanced perspective and links to additional resources you can use to make your technology work. Happy New Year! Jerry Gitchel 757-278-9382 *The Speed of Trust, by Stephen M.R. Covey, Stephen R. Covey, and Rebecca R. Merrill **Growing Your Business, by Mark LeBlanc