I really like a new piece by Bryan Eisenberg, the popular marketing expert and co-founder of Future Now Inc., because it puts search engine marketing in perspective in an exceptional way.

Instead of focusing just on the merits of search engine marketing or a specialty service like search engine optimization, Bryan looks at the much broader picture in How to Make the Most of Your Traffic. It covers traffic, merchandising and conversions. Here is an example:

Make sure you are operating at the most effective price points and margins. Although it’s counterintuitive, sometimes you can actually increase the number of sales by increasing your price. You need to study your value proposition, customers, and competition — but hey, you need to do that anyway.

He mentions many others.

Bryan also cautions that marketers often throw money at strategies that have no clear ROI or are risky because they’re difficult to pull off.

I only question his commentary on public relations, which is says involves many announcements that won’t make the news media. I agree, many won’t because they’re self-serving. With the internet, however, you can get the news directly to consumers without the press and traffic traffic and get conversions.

Overall, he offers sound advice for marketers who would do well to get the basics right.