Using online as a lead medium

This article reviews case studies from the WARC Online archives where the internet was the dominant medium, and the aim was to market to new and existing customers.

Using online as a lead medium

Peter Field

Online has been a significant communications tool for over a decade now and few brands of any size fail to make use of it in some way. Since the widespread growth of broadband, it is often suggested that the medium has come of age and now represents the dominant force for the future. In this future, brands will be built online and Google is the role model for all. Exit the traditional offline channels, ineffectual in this brave new world.

But does the WARC archive of global case studies of success support...

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