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.