"Research clearly indicates online marketing could be more important than all of television, radio and print put together. Yes, it’s a big leap from “audience preferences” to bold claims such as this. Nor, is all online marketing of value to every client. Audiences, as always, in media planning, determine the ultimate best way to reach them. However, chances are, online will play a significant roll."
The best way to think of online marketing is dynamically. Online is a real time media. Return on investment can be monitored daily. Audiences can be reached directly and can be engaged in conversations. If your online program consists of an AdWords campaign, this is not how we define Online Advertising.
With an overwhelming preference among audiences for spending time on the internet, the world wide web creates its own issues: credibility, finding audiences, and interacting socially.
Persona leads the way again with its famous Blogertize methodology.