Making the most of Web marketing

How to make Web marketing pay off

Banner ads and mass emails are out, but the Web is here to stay. Learn how to further gain from this advertising medium.

  • Get consent.
    Make sure any marketing campaigns you undertake are permission-based and targeted with explicit instructions for unsubscribing.

  • Take your campaigns wireless.
    Go after customers who aren't tethered to PCs. But use wireless where it makes senseââ,¬"-such as when you're targeting business travellers.

  • Enhance your email initiatives.
    Drab text-based emails often go ignored. Try HTML-based email or transactive email with eye-catching graphics or streaming media that help your message stand out.

  • Establish partnerships.
    Look at co-branding to supplement your marketing strategyââ,¬"-or as a stand-alone alternative.

  • Try new channels.
    Integrate more than one marketing tool into your overall strategy. Rather than focusing solely on the Web, try a wireless campaign. Or combine your email strategy with co-branding.
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