eBook Page 4

eBook Page 4

Page 1 Page 2 Page 3 Page 4 Page 5 Page 6 Page 7 Page 8 Page 9 Page 10 Page 11 Page 12 Page 13 Page 14 Page 15 Page 16 Page 17 Page 18 Page 19 Page 20 Page 21 Page 22virtualROI MARKETING CHALLENGES SOLVED Remember the early days of internet marketing It seems old hat to us now but back in the 1990s marketers had to deal with a real culture change as they learned to work with the web. For the first time for instance a readers response to an ad could be recorded as a click. Embedded links in emails brought new life to direct marketing. Micro-sites and landing pages gave brands new shop windows for customers. It is fair to say that while most marketers embraced these changes with enthusiasm for many they also involved a long and arduous process of adjustment. Unfortunately that process of adjustment needs to begin again. Everything has changed in terms of timing delivery and consumption. Todays new media is if anything as different from its predecessors as new media in the 1990s was to its non-digital ancestors. Take timing for example. While the advent of email brought greater immediacy to marketing efforts two decades ago traditional digital communications still involved significant time delays. Technology has changed the face of online marketing forever.