Marketing online: winning e-customers

This is an introductory piece to four articles on e-customer marketing. It emphasises the need for e-media to integrate with other media.

Marketing Online

Winning e-customers

After the hype, and the subsequent collapse of a mass of e-marketing ventures, the use of a growing range of electronic media is beginning to become more truly integrated into companies' marketing programmes, and indeed many online 'pure plays' have started to explore other channels of communication.

At the same time, at least some of the techniques available to marketers have evolved. By now, according to Jupiter, 28% of US web advertising uses rich media; interactive TV is beginning to move up even the creative agencies' agenda; SMS has become almost mainstream in youth...

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