The Internet: A Marketer's Most Powerful Tool

Robin Webster

Claims that the Internet has become a vital tool for global and other marketing. A table lists, under various subheads, the value of the Internet to the marketer, keys to success, do's and donts, and how to measure results.

The Internet: A Marketer’s Most Powerful Tool

Robin Webster, ANA

Five years ago, I joined ANA and among my list of job responsibilities was one special assignment: to guide the development of interactive advertising and marketing.

Back in 1994, ANA themed its Annual Conference around new media, which was then largely focused on CD-ROMS, kiosks and interactive television. About 10 percent of the audience was both inspired and motivated by the then bold move of new ANA CEO, John Sarsen, to endorse such a forward-looking, and to many, still ‘futuristic’ topic. That same year, ANA partnered with AAAA...

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