Introduction

Marketing isn’t as simple as it used to be. A decade or so ago all you had to do was put together an advertising plan, do a few direct mail pieces, and have your publicist put out a regular series of press releases. Piece of cake, that.

Today, it’s a lot more complex. In addition to those traditional marketing activities, you have to do whatever it takes to market your company or your products online. In fact, for many businesses web marketing drives more business than does traditional marketing; it’s certainly a different (and in some ways, more effective) way of communicating with current and potential customers.

For a traditional marketer, the whole online thing can be a little daunting. I mean, there’s just so many things to ...

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