HOTELMARKETING.COM

The outer limits of Internet marketing

January 29, 2003 |

Although the Internet is not the only marketing channel a business should examine, it definitely should be part of the plan. How far should companies go in their online efforts?

As more companies pursue ever-scarcer revenues in this slow economy, they are putting more emphasis on getting the word out about their presence. And to rise above the clutter, those firms may be thinking about moving beyond traditional marketing channels to attract more attention - and customers. But how far should companies go in their online efforts?

Marketers and company owners may wonder what kind of results they can get by mixing online marketing with advertising in traditional media. Evidence seems to indicate that benefits of such an approach can be significant.

Although outcomes of different cross-media campaigns may vary widely, studies prove that “the Internet makes up a good part of the mix for branding,” Jim Nail, senior analyst at Forrester Research.

Get the full story at E-Commerce Times

Visit our sponsors: