Don't Ditch the Basics: Keep Marketing 101 in Mind Whether on or Off-Line

Robin Webster

This article looks at the measurement of effectiveness of internet marketing, particularly measuring on-line audiences versus measuring on-line ad delivery (on or off-line).

Don’t Ditch the Basics: Keep Marketing 101 in Mind Whether On or Off-Line

Robin Webster ANA.

While the Internet offers marketing and advertising professionals an array of opportunities, it also presents new challenges. One of the greatest hurdles today’s marketers face is the struggle to determine the right mix of offline and on-line efforts – and how to effectively integrate two worlds that sometimes seem to play by very different rules.

However, many marketers are forging ahead in their on-line efforts at the expense of some of the most basic lessons of their discipline. This may stem in part...

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