In the business to consumer eCommerce space, companies are investing heavily in marketing activities that drive traffic to their sites and build brand awareness.
However this emphasis on marketing activity has often been the downfall of a number of internet ventures.Consumers are increasingly accessible through a range of new media, from PCs to interactive television and web enabled phones.Consequently the need to implement more cost effective and high impact marketing campaigns is now critical.
Companies must embrace the factors that influence consumer loyalty and understand the sophisticated tools available to them to build and maintain it.Best Practice - Online Marketing and Branding profiles the companies who have managed to strike a crucial balance between their marketing efforts and a sustainable business model and provides you with the information you need to formulate more successful online marketing and branding strategies.We have the answers for you:
• What are the different media available to target online consumers?
• What is the correct balance between offline and online advertising tools?
• How is the Internet affecting the traditional marketing mix?
• What are the challenges of developing a cyber-brand and how can you overcome them?
• What can you learn from the marketing strategies of other companies, given that sector boundaries are increasingly blurred in the new economy?
• How can you ensure tailored and effective local marketing from a global platform?
• How important is content to your online marketing strategy and revenue model?