My ability to do that successfully, impact upon your corporate earnings. I have to have a creditable set of principles and tools to accomplish that. Here they are. Yesterday's space in a newspaper is worthless today. Yesterday's space on the URL of a web site is worth more than it was yesterday.
Conventional advertising seeks the customer.
E-commerce customers seek the product. Telemarketing is replaced with reverse Telemarketing. Green cards are replaced by telecommuting off-site workers, as immigration becomes irrelevant. Middlemen, intermediaries, brokers, distributors, importers, agents, manufacturers representatives, and wholesalers are becoming expendable and perhaps superfluous or unaffordable. Yet some still claim that the Internet does not have uniqueness in the sense of permitting marketing strategies or tools that had never before been used.