Thinking about starting a little online advertising to drive traffic for your company? This article argues that it's important to step back and remember "that social dynamics play a critical factor in brand and purchase decisions, and the key to success is becoming an ingrained part of the consumer conversation." In other words, if you make sure your Internet advertising is connected to the work you're doing on Twitter, Facebook and MySpace, you'll not only be ahead of the new-media curve, but you'll get even more bang for your online marketing dollar.

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