Maybe you own your own business, or perhaps you're a critical cog in the corporate machinery responsible for marketing your company, brand, product, or service. If that describes you, here are 18 things you need to know about Web marketing but were afraid to believe.

1. It's time to be heard

Your mother told you children should be seen and not heard, but you're not a kid anymore. So why are you listening to all those guys telling you not to use audio on your Web site? If you want to deliver a lot of content that people will remember, try letting your Web site do the talking.

2. There's nothing like the real thing

In a world of virtual everything, there's nothing like the real thing. The sound and image of real people delivering your marketing message makes it a believable, memorable presentation.

3. Unlock the conventional wisdom straightjacket

Driving traffic to your site is great, if those visitors stay long enough to find out why they should be doing business with you. If your Web site traffic is leaving as fast as it's arriving, maybe search engine optimization isn't the answer you've been looking for.

4. Don't link your way to obscurity

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Jerry Bader is senior partner in MRPwebmedia (, a website-design firm that specializes in Web audio and video. Contact him via or (905) 764-1246.