Chapter 9. Cyberstrategies to Optimize Audience Response

Objective:

Marketers need to understand the changing dynamics of cyberbranding strategies. From search engine optimization strategies to “viral marketing,” the new economy supports advanced marketing techniques. Audiences are actively engaged in cyberprograms that are far more attention-grabbing than the programs of the twentieth century. These marketing campaigns drive traffic to Web sites and optimize audience response because the “cyberbranders” behind the campaigns recognize the need to do the following:

  • Move beyond search engines

  • Institute contagious (viral) marketing campaigns

  • Get serious about e-mail with opt-in programs

  • Exhibit sensitivity to online audiences and privacy issues

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