The Economics of Online Marketing

Online advertisers come into the online ad marketplace with their own goals. Some seek to build brand; some want sales growth, others look for profit. Whatever the goal for your company, determine appropriate efficiency targets and track your results carefully.

Alan Rimm-Kaufman, Ph.D., leads the Rimm-Kaufman Group, a service and consulting firm providing search marketing management and Web usability services to leading direct marketers. He can be reached online at www.rimmkaufman.com.