Chapter 5. Using Technology Properly to Cyberbrand

Objective

To provide marketers with immediate and simple tips to use technology properly. Beginning with the development of a Web site right down to how to avoid the misconceptions of cyberbranding, marketers need to consider the following:

  • Cyberbranding trial and error of the 1990s

  • Cyberbranding misconception number 1: With the Internet, there’s a worldwide audience

  • Cyberbranding misconception number 2: Having a 24/7 Web site allows a company to pay less attention to consumer needs

  • Cyberbranding misconception number 3: Launching a site means Web surfers will find it

  • Cyberbranding misconception number 4: The Web creates an equal opportunity for the little guy to compete with the giants of the industry ...

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