As we head into the critical holiday season -- when underdelivery can mean the difference between making sales goals and falling short -- preventing problems is key.
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How far can the industry push the limits to make Web advertising a sustainable medium without overstepping its bounds? We never really seem to get an answer. And we don't always seem to learn our lesson.
Skepticism about the viability of the online medium continues to grow, but two industries that should be allocating greater volumes online are healthcare and pharmaceuticals, both of which have huge opportunities to reach qualified audiences online.
Promoting online contests has become an effective way to build email list volumes, particularly at the B2C level for low-commitment consumer goods. But, in many cases, maximizing registrations is not the best solution.
In the radically changed world of Internet publishing, profits are scarce and aggressively sought. Sponsored search has become a lucrative business -- advertisers generally see excellent returns. No wonder ethical issues have sometimes become secondary.