Pervasive Commerce: Close the Disconnect Between Online Marketing and Shopping

3. Insist on measuring the full ROI of interactive marketing. Not only focus on the brand impact, which is important, but also track the commercial impact of interactive marketing micro-sites. Are they driving sales? If not, why?

4. Avoid reflecting your organizational structure in how you present your brand. Often a company’s main e-commerce site is built and maintained by core programming, while the marketing micro-site(s) is owned by a separate team of designers. Bridge organization gaps to close dislocations in the customer experience.