Online Marketing: What Works?

copyright Businessweek.com
by Jack Ewing
published September 29, 2006

Amsterdam's Picnic '06 conference offered insights into advertising's future, from creating Internet buzz to social networking for customers

The Internet's big, it's powerful, but how the heck do you use it to sell beer? That, glibly put, is probably the marketing question of the age. And Amsterdam, both freewheeling and mercantile, with a burgeoning creative scene, is probably as good a place as any to try to answer it.

From Sept. 27 to Sept. 29, several hundred marketing types gathered at a renovated gas utility plant in the Dutch capital for the Picnic '06 conference. At the top of the agenda on Sept. 29: the future of advertising now that the 30-second TV spot is no longer the center of the marketing universe.

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