SUMMARY: Recent Sherpa speaking gigs at industry-specific conferences led to an interesting observation. We noticed huge variations, within any industry, in the understanding and use of online marketing. For some, the online revolution embodies profound positive changes; for others, the Internet threatens long-established business models and some companies themselves.
Sherpa readers tend to fall into the former camp, but everyone can benefit from the answers to a few of the best questions we heard. Here is the question we address this week.