There is no magic to Internet marketing, other than the technical capabilities of different tools such as Social Media, Marketing Automation, Search Engine Optimizatino and Web Usability. What’s common among all these Web 2.0 tools is measurement; something direct marketers have understood for decades. Understand the metrics and you understand how best to deploy it.
It behooves anyone interested in Web2.0 marketing to also read some of the all time greats in direct marketing. To this list I would add “Direct” by Bob Stone, “Being Direct” by Lundstrum and some of the better copy writers out there including David Olgilvy.