Mike Moran argues web marketing is just direct-response marketing moved online. Successful marketers need clear offers, measurable calls-to-action, and results-focused tactics. Instead of chasing one perfect solution, companies should test, fail, learn, and iterate.
A lot of times people think that web marketing is this whole new thing, but it's not. Web marketing is based on response, and the people who understand response the best are direct marketers, the same people that are shoving catalogs and credit card letters in your mailbox. They know what to do, and web marketers need to follow them. I think companies have spent a lifetime of being afraid of experimenting, of getting things wrong, and that's what the web demands. Instead of trying to work forever and have a whole bunch of smart people figure out the right answer, what you have to do is admit that you don't know what you're doing, try something, see whether it works, and then if it doesn't, try something else.
