The consumer and the reasons behind consumption remain the same. So, keep true to your core beliefs and remain flexible so that you can modify accordingly. The Internet will provide valuable real-time feedback which can guide your team to meet the consumers requirements. Even in these early days, this feed back can be used to achieve understanding and profits throughout your organisation. Look at the care and attention to detail which is used when constructing a retail store.
Every millimetre is a measured tactic, every light, every fixture has a purpose.
That purpose is to create an environment to increase and maintain sales. They should be designed by direct marketers, retailers and salesmen. All of whom must understand this new media but use their experience to read activity reports and act accordingly. Every day presents a new possibility. What worked just hours before may not work from now on.