Cyberbranding: Brand Building in the Digital Economy

Devoting Dollars to the Internet

With all of the statistics on consumer behavior on the Internet, a sizable increase of e-commerce, and overall growth in Web usage among varying audiences, a nagging question still remains for business owners: How much of the advertising budget should be devoted to online branding? It certainly seems to prove that the Internet is a powerful tool. However, making the transition does not mean diving into the Internet and abandoning mainstream media. That’s been done too many times with little success. The advertising market, with Internet advertising to reach approximately $7.36 billion by 2005 (with room to grow), is still dominated by other communication channels that are receiving larger ad dollar amounts. In ...