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"Delivering ROI Online - Is it About Branding or Direct?"
by J.G. Sandom - Vice Chairman
RappDigital
While online marketing can fulfill both branding (awareness) and direct (click-through and sales) objectives, in today's recessionary times, more and more companies believe they must forgo branding as an objective if they really want to drive ROI. But new techniques have been developed to help online marketers measure the value of branding with the same rigor that they measure traditional direct marketing techniques.
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