Keep Your Eye on Your Brand Goals

Those who use their marketing dollars wisely and pay attention to what their customers want and need in this rocky marketplace will emerge as strong brands when the fog lifts. There is much research to support this theory, and yet somehow. . .there are those who think this time will be different. . . it won't be.

Those who choose Web/Internet based communications because "they don't cost anything" versus those who base their spending on good solid business/brand alignment goals will spend their money and get nothing in return.

Web/Internet communications vehicles are just tactics like PR, Advertising or Direct Mail and should be evaluated based on how those vehicles fit into the plan. To use a medium because it's cheap makes no sense. . . period.