Traditional marketing is being challenged by media changes, including broadcast, print, and the Internet.
The efficacy of the Internet provides good reason for companies to re-evaluate their marketing efforts and integrate online and offline activities. Tying the two together leads to better visibility, measurement, and results.
The first thing to realize is that traditional marketing can build online presence and visibility.
BMW's TV ads, for example, are beautifully experiential. Emotionally charged, the purchaser is primed to visit BMW's Web site to "drill down" ...