As the latest in a series of steps that has changed the use of video and long-form footage online, Google opened YouTube up to search ads last week, allowing advertisers to tie their com­mercials to specific words entered into YouTube's search box.

Marketers' two big weapons have been judged very differently. Brand market­ing — managing consumer perception — has been gauged by studies that measure brand health. Direct marketing — moving consum­ers to purchase — has been judged by sales response.

I've overheard a number of my colleagues whining over the lack of Internet media spending, given that 80% of the population is on the Web and spend considerable time there. According to Forrester Research, 9.5 hours are spent online while 12.7 hours are spent watching television.

As rich media becomes more and more prevalent, marketers are applying traditional tactics to convert viewers into sellers. Our experts debated which is more crucial: form or targeting.

In their quest to gather leads online, marketers have placed forms in myriad places on the Web — but their effectiveness is questionable at best. Our experts offer potential alternatives.

While retailers continue to refine and upgrade their Web sites, have they made the buying experience easier for cus­tomers? When Decision Direct Research's 2007 post-holiday online survey results were compared to 2004 survey results, we found that many of the scores suffered a dramatic decrease.

Every time you turn around, the pundits are evaluating Barack Obama and John McCain's potential to lead the country. Your friends, family, neighbors and colleagues are arguing politics. It is clear that we are in the heat of a campaign season.

Using online video for online directory listings; how Google Universal Search affects online marketing campaigns; and using RSS feeds to complement my other marketing efforts.

Last Monday, I began my work week in a bit of a direct marketing funk. After all, I was still smarting from the fact that I didn't receive the text message from Barack Obama that I had signed up for (which I mentioned in my last editorial).

As social media gains popularity, it seems logical for brand and direct marketers to reach consumers on their favorite Web sites. Our experts disagree as to whether the time is right.