What’s Different About Advertising since the Internet?
With all its strengths, the Internet certainly presents great challenges to advertisers. One of the more promising capabilities of the Internet is to deliver personalized, individual messages to a large number of people, combining reach and targeting — a notion that to older ways of thinking may seem like an oxymoron… you know, like “act natural.”
To combine the best practices from the traditions of direct marketing with the most effective marketing automation tools available today and the most promising methods driving us into the future — this is the marketing challenge presented by the Internet. And, like with most inspiring challenges in this world, the best solutions are not always the most obvious.
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