Engagement key to Internet marketing

10/22/2007 | MarketingProfs

As companies grapple with the ever-changing rules of Internet marketing, many make the mistake of using online marketing tools to pursue traditional marketing goals, including promoting awareness, consideration, adoption and purchase. But instead of awareness, the key goal of online marketing is engagement, and the five tools needed to produce that are affinity, personality, community, co-creation and advocacy, says one strategy and marketing consultant.

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