just an excerpt, for the record:
“Gopi Kallayil, who leads Google’s AdSense marketing team, which works with Internet publishers, says CMOs now have a tremendous opportunity to communicate with and influence audiences by leveraging Internet marketing.
“The Internet gives advertisers the opportunity to build “mind share” more effectively, by targeting the right context at the right time, ensuring their messages are relevant to the people they are trying to reach,” Kallayil says. “Advertising networks have proven very effective in building brand awareness and generating demand. In addition, the Internet gives marketers more precise, measurable accountability for their ad spending than does traditional media. Demand fulfillment has never been more accurately measured.”
Large and small companies are able to use new media to engage in what Kallayil calls “mass micromarketing.” Marketers can use the Internet to target specific, well-defined audience segments, yet also reach a large audience, scaling many markets. By using the Google network, Kallayil contends, advertisers could reach 80% of the estimated 1 billion people around the world who use the Internet.”
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