Optimize! - The offline world can't hold a candle to online world when it comes to tracking results. Focus like a hawk on progress of your campaign, but be patient enough to know that great marketing plans aren't built overnight.

Diversify and multiply - Banners alone can't do all work. What about sponsorships? Opt-in e-mail? Newsletters? Online contests? They all have to work together.

Don't exist in a vacuum - Any decent online marketing strategy should integrate with your clients' entire marketing plan. How does your online strategy work with your print ads, your PR, your collateral material, your tradeshow presence?

The winners in new economy will realize that content is king. And whether user accesses your content over their PC, WAP phone, PDA, Dick Tracy wristwatch, or Internet enabled boxer shorts, what's going to matter is whether they can find information, not how they get it. With apologies to Marshall MacLuhan, medium is no longer message. Provide a truly compelling reason for your market to care about you and they'll do just that. The rules aren't any different. Neither are goals. The ones left standing will be ones that combine old with new

Also, you can help customer reach their dreams in stages. For instance, we all know that no business opportunity out there will really make you $1,000,000 in first 15 minutes -- financial success takes some time. However, you can give your customers a "taste" of their dreams to come -- that's why giving away "Free Vacation" Certificates have become such a powerful incentive in business. They give customers a little bit of their dreams (after all, desire to travel is a common dream for most of us). The added appeal of an inexpensive incentive like this can go a long way in creating more sales and larger profits for your business.

The important thing to remember here is that we are most successful when we actually help our customers achieve their goals and desires, rather than just cashing in on them. As I said before, we all have dreams, and one that we should all have is to feel satisfaction of helping other people see their dreams come true.