Online Branding: The Retreat From Euphoria

When the internet burst on to the marketing scene a few years ago it seemed to answer all marketers problems.

Online Branding: The Retreat from Euphoria

When the internet burst on to the marketing scene a few years ago, it seemed the answer to all the marketers problems. It was not merely the best-ever direct response medium: it would enable dialogue between advertiser and consumer like never before, and provide the key to real, effective customer relationship management (CRM) a concept barely named at that stage.

These expectations were fuelled by the enthusiastic reaction of most early net adopters to the first web advertising, with massively high click-through rates (CTRs) and often substantial conversion to sales. The web was...

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