What is a critical success factor for advertisers integrating online into the communication mix?
Bob: It’s imperative to measure results, to hone in on what works and kill what’s not. To integrate online channels into the communication mix successfully, take it in steps. Offline marketing print, direct mail, etc. is traditional, people know what they’re doing. As they move toward including more online, they need to be sure that measurement is part of the program. About Robert Alvin Bob Alvin has more than 20 years of technical expertise and high-tech management experience. He started NetLine in 1994 as an online registration service for trade magazines. His company has grown into a premier lead generation and online marketing services company for B2B advertisers and marketers, primarily for the high tech industry. NetLine helps high tech marketers acquire, nurture and convert high quality leads and retain and upsell to customers. Bob has an M.S. in Computer Engineering from Santa Clara University and a B.S. with honors in Electrical Engineering from the University of South Florida