Marketers ought to tinker and tweak.
In the off-line advertising world, the grunt work behind media planning and placement draws to a close once the advertising actually appears. But online it s a different story. An effective internet campaign requires constant fine-tuning to guarantee that the right consumers are seeing and responding to the ads. People involved in online campaigns usually claim to know this. But if they do many aren t doing much about it, according to a recent report from Forrester Research.