When it comes to eMarketing on the 'Net, too many companies simply leave it up to their webmaster or IT director. Big mistake!

These same companies would never dream of turning their accounting systems, inventory planning or sales strategies over to their web team. But they don't seem to hesitate turning over their complete online marketing strategy to a group of folks who may not have the necessary skills to complete the job successfully.

Of course, knowing and understanding the technology to build a successful online marketing campaign is absolutely critical. However, applying the knowledge before understanding the rationale is putting the "cart" before the "shopping" when it come to eMarketing.

Why? Because unless the business purpose of your web presence is clearly defined  and laid out first, your only hope of success is to succeed in spite of yourself.

So when it comes to planning your online marketing strategies, think first about why your business even needs to be on the Internet:

• Do you have products and services that customers are seeking using Google, Yahoo, MSN or other search engines on the web?

• Do you need to complement or expand your offline marketing with organic and paid search marketing?

• Do you want to attract a broader base of customers locally, regionally, nationally or even internationally?

• Are customers telling you they want to order your products or services online?

• Are your competitors stealing your customers?

• Would a cost-effective search marketing strategy give your company a competitive advantage?

Deciding on the "why" of your web presence will in turn lead to the "how" of it. Hiring the right people to deliver the right online marketing can only happen when you plan it right in the first place.