Channel | Digital

It makes sense that the National Hockey League's Tampa Bay Lightning knows how to work a game. Martin Quessenberry, director of Web services, incorporated

With paid placement (and paid inclusion using cost-per-click), return on investment is figured in the standard way: profit divided by the cost of the

RedEnvelope has been engaged in search engine marketing for only about a year but it is already one of the savviest companies out there. The San Francisco-based

Specialty foods cataloger/manufacturer Stonewall Kitchen relaunched its Web site last month in an effort to increase visitor-to-buyer conversion rates.

WD Music Products Inc., which sells guitar parts, has seen its direct to consumer sales go from 1% to 26%. A rental agent for vacation homes in Sanibel

Jack Matarasso is manager of e-mail marketing at J. Crew. He talked about the apparel marketer's best practices from its New York headquarters. DIRECT:

Everyone knows spam is proliferating. After all, who doesn't have an e-mail from those enterprising Nigerian folks in their in-box, along with hundreds

Larry and Wendy Davis' company has been selling guitar parts for 25 years. It is mostly a wholesale business, hawking guitar necks, tuning keys, whammy

The Federal Trade Commission

In February 2002, when Google introduced its AdWords Select, the main innovations about it were that the links were paid for on a cost-per-click basis