We all know banner ads are only effective in an incentive-driven world. There are too many spammy emails to be effective with numerous email blasts. Google ads will eventually be passed over, by consumers, for more relevant organic results. Do we make our inventory look so good online that we are basically driving the car out of the monitor and onto their lap? Do we get on the forums, blogs, FaceBook pages and follow consumers on Twitter? Do we build relationships instead of being marketers?