The hype is gone. Budgets are tight. Scrutiny of marketing investment is intense. But marketers of technology solutions continue to shift more resources toward the Web and related online tools not simply to save money but to attract and retain more loyal clients. Measuring return on Web marketing investment remains problematic, but the benefits of creative, client-centric online initiatives are becoming clearer every day.
This online briefing, led by Rob Leavitt, ITSMA’s director of member advocacy, highlighted a series of best practices in online technology solutions marketing. Rob reviewed specific case studies, priority initiatives, and a framework for evaluating your Web marketing program.