In past posts I have mentioned the importance of channel marketing online and connecting to people as they travel throughout the web. To add to this I offer the following.

The company needs to first discover what they need to accomplish through the web; and what type of interaction is needed with Internet users.

For example: Do we want to raise sales, lower costs, start conversations, be top of mind, increase Brand impressions, redeem coupons, etc.  In order to achieve this; Do we want to rally around the users, or have them rally around us?

The point is: there is a diverse selection of Internet marketing channels that can be used in very specific ways, very effectively. Not everyone can be a portal; not every video will be viral; and unfortunately, Branded communities are not the answer for every Brand.

Look at your whole goal and compare its needs to the whole Internet before setting your final online budget. The good news is; with the right planning, the Internet can help any business grow and help achieve almost any marketing goal.