Jay Aber is a regular columnist with Direct Marketing News, with his "Web Insight" column that appears several times a year in the DMN Click! Supplement.

Check back here often to read his latest articles and other topical industry pieces, geared to help you be a better, smarter marketer on the Internet.

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Direct Marketing News - Web Insight Columns

Internet marketing predictions for 2007
Let the tradition continue. This article marks the second year in a row I have put together a January article with predictions for the Canadian Internet marketing industry. This year, I have included forecasts from others in the industry. (January 2007)

Tips on building an online ad control package
While lists are crucial drivers of response in direct mail, on the Internet it’s the Web site where you advertise. So for building that all-important online ad control package, here are six recommendations with steps to follow for each. (November 2006)

Primer on when to use Web vs email vs search marketing
It can appear to be a baffling maze when trying to determine what marketing approach to use on the Internet. Here is a guide with some questions to ask and some examples for your edification. (August 2006)

You must adapt to succeed on the Internet
Many traditional marketers have difficulty coming to grips with online marketing. The fundamental difference is the Internet is built for speed and you must accelerate certain functions and decision making to accommodate it. Here’s why. (June 2006)

Online ads boost offline results
You underestimate return on investment from Internet marketing if you only count online sales. Here is the evidence and some of the things that happen offline as well. (April 2006)

10 happenings to look for this year
Having spent the bulk of the last decade as a self-described “free Internet marketing teacher,” promoting Web advertising strategies, methodologies and best practices, I am excited to report that 2005 was most definitely the year that online marketing came into its own. It is no longer a question for most marketers about if they should use the Internet for marketing, but how. So here is what you can expect in 2006 (January 2006)

7 key lessons learned about generating Internet response
Throughout the 10 years I’ve been working in Internet marketing, one of the most common questions I am asked is “How do I achieve the CPA (cost per action) I need on the Internet?” In this piece, I will cover the seven most important online direct marketing lessons I’ve learned about generating cost-effective response. (November 2005)

How to reach the online youth market
The Internet is a good way of connecting with young people with so many of them online. Here are lessons we’ve learned about effectively reaching young Canadians online. You may also consider it tips on how not to make your young audience cringe. (September 2005)

If deliverability is such a big issue, why is email booming? This article is part of a series written with input from fellow Canadian Marketing Association eMarketing Council members to share learning and best practices about permission-based email marketing. This article covers proposed standards to ensure deliverability, authentication, and email campaign success. (July 2005)