It is becoming very apparent now that online marketing is a key to marketing success. Just as every business has a website now, it's imperative to use online marketing.

We've been asked by the Calgary Chapter of the Canadian Marketing Association to help them with their online marketing. This is an association that represents all types of marketing - print, tv, direct mail, advertising etc. Online marketing probably represents the smallest part of their membership. But like most associations, they have a website, and use email marketing to distribute news. And now they want to add search marketing to the mix.

We've noticed that online marketing enhances traditional marketing. Used together, it makes a brand easy to find, remember and to convert into action. Just as tv didn't replace radio, online marketing will take its place in the marketing mix. It can help business to get more customers - and to leverage traditional marketing.

However by not adding online marketing leverage, traditional marketing does risk losing its value.