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There's much hype over what e-marketing is, and it's important to look past the claims of many companies who say they can get your company on the Web quickly and increase lead generation, eventually leading to major gains in sales. It's important to get to the facts on just what they've been delivering, and to whom. The fact that metrics are now a way of life for ASPs from a financial standpoint needs to permeate their service offerings as well. This is the hallmark of the better companies offering ASP services today: They have the ability to report back what they delivered in terms of their value to your business. Don't settle for anything less when contracting with an ASP for an e-marketing site, as your customers are going to expect you to provide relevant, timely content that gives them a reason to return to your site again and again.

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