Get your name out across a wide network of sites at a relatively low cost. Plus, results are trackable. Participating in or creating your own email newsletter or alert can be relatively inexpensive. The benefits are that it's personalizable, trackable, generates higher response rates than banners, and can build ongoing relationships with customers that lead to repeat visits or purchases. Remember to use every point of contact with customers to drive them to your web site.
Integration is key.
Make sure your total campaign is both integrated and contiguous. Get yourself a system that can integrate the databases required to deliver and track campaigns. Deborah Kania is the weekly author of KnowledgeZ's Precision Marketing column and has been a web marketing and e-commerce practitioner since early 1995. Voice your opinion. The problem is getting to it.