Chris Shugart on
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The Internet may be the most misused and abused medium in marketing. One of the most serious mistakes an online marketer can make is to assume the Internet can do all the work for you. The web is a marketing tool, not a marketing substitute.
Online marketing is subject to the same rules as the more traditional channels used by advertisers. For example, content should always be your primary concern or objective. And of course if your product or service is mediocre to begin with, no amount of computer-generated razzle-dazzle can change that.
Whether your online strategy employs search-engine optimization, viral marketing, pay-per-click, affiliate marketing, or any combination of these, a little common sense can go a long way. In this regard, the Internet is not that much different than other mediums of mass communication.
