It’s probably no surprise that online marketing has overshadowed traditional means of promoting products and services, such as television, radio and newspaper advertising, mailers and other “collateral” materials. At a time when marketing dollars are at a premium for most companies, the effectiveness of these traditional efforts falls into question because they tend to reach a mass audience rather than a targeted pool of potential new customers.
Many companies by now have established Web sites and may even have initiated email or other online promotional campaigns to reach an increasingly tech …