It's true, online marketing, especially email, is well on its way to overtake direct mail in terms of annual ad spend. While some people may be predicting the end of print media in general, I see online marketing as the evolution of direct mail. But don't fret! There's no reason for marketers to feel like we have to reinvent the wheel. In fact, there's much we can learn from direct mail to help us succeed with our interactive advertising efforts.

You've just launched your landing page which looks great, concisely communicates the benefits of your latest promotion, and has a straightforward call to action. Now, you could simply review the reports to see how many impressions, click-throughs and conversions it generated. Or, perhaps you can take it one step further and create a different landing page to compare the effectiveness of the design, call to action or price points.

E-rights, electronic rights and/or digital rights describe the collective rights to digital media, and establish the right to publish works in electronic form. They give the owner exclusive control over a copyright, essentially providing protection of an intellectual idea such as a Web site design or other online creative.

As a new industry begins to grow, the need arises for a base set of standards to guide it's growth in the right direction. Without them, an industry can grow wildly out of control making it hard for companies to be effective, and impossible for consumers to choose the best solution for their needs. Standards ensure that the industry follows a set of rules --