Bruce_Townsend - 10:03 am on Nov 18, 2003 (gmt 0)

I agree that research is critical in identifying where to target your efforts. Information is king. If you use a scattergun approach and try to do everything, you will expend a lot of time and money to little effect.

You also need a way to track which strategies are working. Have a specific url and landing page for each campaign, each with a registration form (but don't insist that visitors register befopre entering the site). Or at the very least, ask customers who visit your site to tell you how they found it. Then you can track the effectiveness of different marketing approaches, ramp up those that are cost-effective, and abandon the ones that are not.