Comparing Apples to Apples

The internet is obviously a place where you can interact with creative. But it’s also much more than that. It’s also, like television, a place where you can build a brand and create awareness. Like a direct marketing campaign, it can generate a lead, collect customer information, be extremely personalized, and provide an offer. Like a retail promotion, it can get you to enter a contest and win something spectacular.

Of course, the online space is a discipline. There’s a way to produce online creative that is obviously different from how you develop other creative, and you have people who specialize in the space. But it’s also a channel with the power to build awareness, generate a response, and engage a consumer.

[Full Story Found at Canadian Marketing Blog]