In This Chapter
• Product-based websites
• Press material as additional content
• Newsletters and customer communications
• Sponsoring other newsletters and sites
If you have a marketing person on staff or work with a marketing agency, you�ve already learned that most marketers have a simple formula that looks like this: spending = results. The more you spend on your marketing efforts, from Superbowl ads to full-page solicitations in the Wall Street Journal, the more success you�ll have in attaining the desired sales goals.
This just isn�t true anymore, however, if it ever was. Today, marketing is about being ingenious, smart, entertaining and meeting the needs of your customer community. In this chapter I�ll look at a bunch of ways that you can leverage the capabilities of the Internet to travel down this low-cost, high effectiveness marketing road.
Inside The Book