Tony Pribyl on Web Marketing and Advertising

Last night Tony Pribyl talked about web marketing and advertising in my class. I always learn a little bit more when I hear him talk, a few things I hard last night:

One way to look at the web customer purchase funnel is General Awareness/PR (Attention) -> Content Sponsorship (Interest) -> Keyword Targeting/Offers (Action) -> CRM-Loyalty Mktg (Purchase)

The channel you use (web, magazine, TV) depends on your advertising criteria (targetability, scalability, etc.)

Depending on your goals, you can use different media providers: portals, search, ad networks, publisher sites (espn.com, etc.), and affiliates (network of smaller sites).

The Integrated Trinity Strategy as described by Avinash Kaushik in "Web Analytics--An Hour A Day" combines a user's behavior (clicks), experience (satisfaction), and outcomes (orders).

I am sure I'll learn more the next time I hear him talk.