Interesting, in the offline world creative is king, but online its completely different. User experience, information architechture and technology come before the traddition sense of whats creative. Strategy and planning are king in the digital world. You cant look at an online campaign and compare it to tradditional marketing metrics its all completely different. There are so many moving parts and other things to consider and the canvas is truely unlimited (except by imagination and budget). No wonder its easy to get caught in the trap of applying tactics to a problem instead of a strategy. there’s no way to compare a traditional advetising plan with a digital one, you have to think completely differently. Online is dynamic, offline is static, online reaches channels unheard of in the tradditional world. With all this great technology and myriad of digital channels the difficulty isnt finding the technology its applying it, using these tactics in a cohesive marketing plan to achieve your goals. The old principles still apply, strategy and planning are as usual the most important aspect of the campaign, tracking and analysis are still required to measure performance and return, but the tools available are incredible, have fun thats what is all about but remember information architecture, user experience and technology are key tenants in online.