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	February 1, 2006 Advertising Campaigns That Drive Web Traffic by Peter Kim with Elana Anderson

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Executive Summary

At the height of the dot-com bubble, millions of marketing dollars were spent on high-profile ad campaigns to drive Web traffic. When the bubble burst, many of the big spenders — like pets.com, epidemic.com, and netpliance.com — did as well. Today, most marketers look back and are determined not to repeat past mistakes. But, as more consumers shift online, firms recognize the need to meet them there. Offline advertising tactics are required to build awareness and drive site traffic. These campaigns require focus on three critical elements: (1) target audience engagement, (2) complete customer experiences, and (3) desired business outcome.

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