Smart marketers don't ask IF they should advertise online. They ask HOW.
There's plenty of evidence demonstrating the Web can be an effective branding tool. More recently, evidence has emerged that the Internet is a cost-effective way for marketers to build their brands when measured as part of a cross-media campaign.
This type of information should erode skepticism regarding online marketing. But many major marketers are one step ahead of asking whether the Internet should be a part of their integrated marketing campaigns. They've already seen the Web can work. Now they're asking: What role should it play?
This is not only a good question, it's the ultimate one. As I wrote in my last column, smart Web advocates no longer focus on trying to take dollars away from TV and other offline media. Rather, they help clients learn how the Web can complement offline media and play an important role in an integrated marketing strategy.
Smart marketers now explore how they can leverage the Web's strengths to meet their specific objectives. Every campaign is different, but here are ways advertisers have used the Web as part of an integrated media effort:
We still have a lot to learn about the best uses of the Web. As the Web evolves, its power to create compelling experiences will grow. Marketers who learn how to use the Web as a media tool will have significant competitive advantage over those who ignore the medium's possibilities.
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Jeffrey Graham is vice president of client development at Dynamic Logic, a company he joined in January of 2001. Dynamic Logic specializes in measuring the branding effectiveness of online marketing. Jeffrey has served as research director at two online advertising agencies, Blue Marble and NOVO, and has worked with clients such as General Motors, Procter & Gamble, and Continental Airlines. He has taught Internet Research at New York University and has a Masters degree in the subject.
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