Google has recently introduced Sidewiki, a tool that allows anyone to comment onanyweb page (review here). Facebook has added tagging, allowing updates to identify people and companies. Google Wave is hitting the masses, making email social (maybe not masses, those lucky enough to scrounge up an invitation). Google Maps is becoming “hyperlocal”, making it easy to find and review small businesses. Thousands of Twitter applications are flooding the Internet, creating endless uses for Twitter, and everything is going mobile and real-time.

PURLs represent a growing interactive marketing medium that allows a company direct trackable contact with their customers. They are easy to use, provide a wide range of marketing opportunities and are cost effective. As they grow in popularity and become a viable option for any company’s marketing mix, it’s important to understand how they work.

Sometimes marketing efforts just miss the boat (or the point) completely. Manufacturers and their dealers/retailers know that marketing is important. They know that customer service is important. They spend invest money in both of these areas – but money isn’t enough when you’re out of touch.

The meat of your message, the tools, and the tactics you use to reach your audience should always depend on who you audience is. Now, in the digital age, its more important than ever to have a solid understanding of your customers. All the hot platforms (social media, digital advertising, search engine optimization, corporate blogging, etc.) will do you no good if your customers aren’t active or effected by those mediums.