Before online business networking, face-to-face networking was the only option for business people. This was achieved through a number of techniques such as trade show marketing and loyalty programs. Though these techniques have been proven to still be an effective source of making connections and growing a business, many companies now focus more on online marketing due to the ability to track every detail of a campaign and justify the expenditure involved in setting up one of these campaigns.[4] "Schmoozing" or "rubbing elbows" are expressions used among business professionals for introducing and meeting one another in a business context, and establishing business rapport.