The Internet has become an integral part of our lives. Almost everyone living in the technologically advanced parts of the world cannot escape the daily exposure to the Web. References to the Web can be found in almost every television ad, radio spot, brochure, business card, newsletter and magazine.

With millions of users accessing the Internet each day, it poses both the greatest opportunity and the greatest challenge in reaching those users. Unlike other forms of media used for marketing, such as radio, television or even billboards, you cannot direct users down a well-defined path to your Web site.

So how do you get Internet users to click their way "down the yellow brick road" to your Web site? And, once they have finally found you, how will you get them to stay awhile and return again another day?