Web Saavy...

Guess the average age of a Web Designer: 20? 25? 30? 35? If you guessed 30, you're right. And, according to TrendWatch, about eight out of ten have a 4-year degree -- in fact, over half were hired right out of college. This young, educated group is also known for being highly free-spirited and one of the best paid for their age.

A 2001 salary survey co-sponsored by Headhunter.com * says Internet marketing professionals, who averaged $66,030/year plus bonuses, overall felt well paid -- and weren't seeking a new job.

My point? Despite the burst bubble of Dot Coms, the Internet is still an integral part of 21st Century marketing -- a part that companies are willing to pay top dollar for. Now, don't confuse Dot Coms with using the Internet as a marketing tool. Dot Coms had no bricks and mortar or distribution networks, were trying to build brands overnight, and most had no revenue stream.

Instead, I encourage clients to use the Internet as a cost-effective marketing and customer-service tool. Their customers can download lost manuals, learn about new products, and even give useful feedback all at a fraction of the cost of more labor-intensive traditional methods. This frees your sales and customer service people for more important and rewarding work. Which, in turn, will improve their productivity, overall morale -- and the bottom line.

- Phil Sasso