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When you're doing business online, don't ignore offline methods of marketing.

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This story appears in the December 2000 issue of Entrepreneurs Start-Ups magazine.

Doing business on the Internet doesn't mean ignoring offline methods of steering traffic to your business. In addition to using banner ads, e-mail and other online marketing tools, savvy e-business owners are adding broadcast, print and other media to the ways they advertise and promote their e-commerce sites.

"Make your Web site part of your overall marketing plan," urges John Ferguson, president of Baron Consulting Group Inc., an Internet marketing and design firm in Scottsdale, Arizona. "Unless it's an Internet-only product, you shouldn't rely on your Web site to provide all your marketing."

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