"You wouldn't say you have to have a CRM strategy around your magazine ads or your TV ads," Weedfald said. "But clearly if you don't have a holistic CRM, Web-based strategy combined under one umbrella, you're missing the boat."
Weedfald said that being e-relevant is understanding that the conventional marketing wisdom of the 90s is gone. For better or worse, we are now in the new information economy, where penetrating insights push and pull marketing, advertising, communication, sales and promotion on the Web.
"That's really the power right there," Weedfald said. "The Internet is Darwin on speed. The e-relevancy is all about utilizing the speed, efficiency, data and marketability for branding, sales, and connectivity integration across everything else that you're doing. It's the centerpiece of everything that we do. I can do extensions on TV or magazines, but if we didn't have the Internet, I couldn't do that."