Internet Advertising Still Requires Gut-and-Instinct Approach
Measure your success by using several measurement services to track how well your advertising is working. These include audience measurement tactics, ad serving techniques and niche measurement possibilities.
Adjust your way of thinking, the book’s authors recommend, by breaking away from the mold and by incorporating new tactics to improve online advertising in the future. These include permission-based (opt-in) promotions that are centered on engagement and not exposure, as well as consumer empowerment where e-mail and word-of-mouth emanate from consumers. Advertise as service to the consumer.