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?

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