What basic steps must I take to optimize my online advertising campaign?
| Answer: There are 4 broad steps you must take: 1. Set and communicate relevant goals 2. Test the media 3. Evaluate the media and your creative 4. Choose an agency effective at online ad analysis For more details on all these steps, please see Secrets to Optimizing an Online Campaign |
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Videos, interactive gaming, choose-your-own-adventure product tours... there's so much complexity in digital marketing right now that nobody could be blamed for yearning to rely on a plain old billboard. But is such a thing still effective?
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What's missing in any discussion of advertising's future is a deeper analysis of the forces at work.
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In his new book, According to Kotler, Phil Kotler gives a summary of the key principles of marketing and how they relate to current events such as corporate accounting scandals, outsourcing, globalization, warehouse shopping and online marketing. Here is an excerpt of it, based on the thousands of questions Kotler has been asked over the years by clients, students, business audiences, and journalists. Get the full story.
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