Online advertising is shooting up, says a report. It sounds appallingly like the 1990s, when people threw loads of cash at the online world and didn't see enough return to justify further spending.
Why am I so negative? Because of articles like this one. The map seller found his customers didn't get as far as going online unless they were there already and did indeed find turning that strategy around and advertising only online was worth doing, but other examples found the idea less enthralling and still rely on telesales.
Used intelligently, online marketing is an excellent tool, but it needs careful thought about the behaviour of your prospective client. It may not be as you'd assumed.
The article is well worth reading.
