Relationships are fundamental in the digital area. Successful marketing must have both technology and the human skills to be successful in today's world.

We live in a new era. The way things were done before do not necessarily count today. This new era has different rules. If you're using the old rules in a new era you'll make as much progress as a wagon train would against a newly minted starship equipped with warp drive!

In today's environment success requires a never-ending devotion to using the best tools and having the best attitude to serve the customer. Customer needs and expectations are different so you have to embrace them before your competition does.

Here are 10 rules that you need to have in your tool chest today for success. How many are you implementing now?

Digital Marketing Rules

1. Learn to Love Change. You've got a new partner in life. He is called change. He is always going to be with you and you can't shake him. Just when you think everything is going fine, old man change comes along and disrupts the apple cart. But, this is not new. We've had that old man around for centuries. It's just that today he is more feisty and moves faster!

2. Be a Technology Pragmatist. Even though the technology is impressive today we have to remain focused on how to serve the customer. The Japanese have taught us this well. They have made enormous advances and innovations in technology. Yet, in a Japanese business they are more pragmatic. They use whatever tool works to get the job done. Often we Americans will try to shoe-horn the technology into a problem to get results. Be a technology pragmatist and use what is best to serve your customer. Let service to your customer be the top focus in your mind.

3. Remember, the competition can buy the same technology you can. You might find a neat, new gizmo that saves you time and money. Great! Your competition can purchase the same item. Your advantage will come from mastering how to use it and having an array of tools that help you serve the customer better. Get the necessary technology tools. Your competition can get them also so you have to have an extra edge. Know how to use them and outgun the competition!

4. Budget for technology expense (all of it!). Sure the price of computers continues to fall. However, you'll still end up paying a lot for the right tools and support that help you gain a competitive edge. The ads are deceiving. You might see a new printer for $349.00 that does color pictures, crisp text and might even scratch your back! But, the real cost is in learning to set it up, use it, keep supplies for it and make it work in your office with your stuff. I'm not saying you should avoid purchase. Instead, you should purchase it with your eyes wide open. Budget for technology and know that the price of the new tool is more than just the purchase price of the new tool.

5. Invest in your own upgrades. Not only do you have to upgrade your hardware, software and peripherals, most important you have to upgrade your brain! You have to get regular, systematic training. We know this but here are some easy ways to implement it: 1) Go to audible.com (www.audible.com) and download some of the high-quality learning and educational material to expand your personal knowledge base. Listen while you drive. After all, haven't you heard that song on the radio enough? Why not upgrade your skillset? 2) Attend seminars regularly. Pick a seminar by the instructor more than the topic. Just like in college, ask around for a good instructor on a given topic and be willing to part with your capital to exchange your dollars for more knowledge. 3) Read, read read. Read books from a variety of sources. Broad-minded and diverse thinkers will do best in the 21st Century. Read from a wide variety of magazines (yes, outside your industry and comfort zone!).

6. The more technology proliferates, the more we'll want the human touch. Ever get tired of voice mail? Ever want to have a real person help you at the store? We all do. Use the technology to make it easier for customers to be with you. Today I got an e-mail from a colleague. It was an obvious mass e-mail with one line that she was glad to see me at a recent meeting. I could tell that it was sent to many people. She sent one line of "hello" to us and then 10 lines talking about her stuff. This is not only ridiculous but counterproductive. People don't want to feel like they're just part of the crowd. Use mass e-mail if you choose, but make it more personal. Target market. Talk about ways to help others, don't just tout your own stuff.

7. Learn on the Net. The Internet has changed our world. How are you using it? Are you only using e-mail? What are you doing with banking? How about gift buying? How about calendars? Push the technology to discover the many benefits for your people and your customers. Get and use a Website that is interactive and generates dollars for you.

8. Learn Fast. In an environment that is changing rapidly, you have to learn fast. To do this, learn selectively. For today's successful busnesspeople, you can't grasp everything. You have to be very selective. Time is short. Target those areas that will help you achieve your goals and learn them rapidly. You might want to take some courses on speed reading, memory development and how to process more information in less time. That investment of time and money on your part could pay off in rich dividends.

9. Be Fast. It is to the fast and quick that the rewards of the digital era belong. Response time to important customers must be very fast. Notice you have to be fast with important customers because you can't be fast with everyone.

10. Have fun! Those who are having fun can be more productive and open-minded. You can really increase your bottom line in business by having more fun personally. So can your people. When was the last time one of your employees said that working for you is "fun?"

These principles can help propel your business to success. The digital era is different than the industrial age. Shift into warp drive on your own starship while your competition takes a wagon train!

Terry Brock is an internationally recognized professional speaker, consultant and author in the fields of business productivity, technology and marketing. His is a syndicated columnist for Business Journals across America and can be reached at 407-363-0505 or by e-mail at terry@terrybrock.com.