The document provides advice for online marketing, recommending that marketers define specific goals, find channels to reach their target audience, and only pay for achieving measurable goals like sales or actions rather than general awareness. It suggests affiliate marketing as a way to directly buy sales online and share marketing efforts with others pursuing similar goals. The overall message is to focus online marketing efforts on measurable objectives rather than outdated awareness tactics.

1. The most important
Do and don’t
in online marketing
Dorin Boerescu
www.2parale.ro
Strategii media 2010

2. Don’t buy
awareness

3. If awareness is what you want
Go buy: They are:
• TV • cheaper
• Print • easier to buy
• Radio • outdated
• OOH • with no
measurable effects
just like awareness

4. If you must go online
buy actions*
*clicks are not actions

5. 3 easy steps
1. define goals for your online presence
2. find channels reaching your audience
3. pay ONLY for achieving those goals

6. share your marketing effort

7. What is your ultimate
GOAL?
$$$$$$$$$

8. better
buy sales

9. Yes, you can!*
*affiliate marketing FTW 
dorin@2parale.ro