The Internet may be the most misused and abused medium in marketing. One of the most serious mistakes an online marketer can make is to assume the Internet can do all the work for you. The web is a marketing tool, not a marketing substitute.
Without a doubt, the rules of marketing and advertising have changed significantly because of the Internet. However, one should not overlook basic fundamentals of business communication. Quality content remains your primary concern and objective.
Whether your online strategy employs search-engine optimization, viral marketing, pay-per-click, affiliate marketing, social media, etc, your online presence must engage your customers in a purposeful way.