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3RD MAY 2007

Digitisation is changing the world dramatically but many of the basics of business will still apply. That’s the message that came from the keynote speaker platform on the second day of Internet World 2007.

Speaking to an audience of more than 500 business managers, Mark Howe, the UK sales director for Google, said the internet and digital media offered exciting new tools to marketers but they still needed to do the basics right. “You still need to reach the customer at the right time, at the right place with an offer that will engage them in an interaction,” he said.

And the opportunity for advertising was growing quickly. “$30 billion was spent online last year, in the UK the spending per capita was £1000 and that is expected to rise 30-40% this year. Yet only 12% of total...

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