Cyberbrands and Research Beginnings
Jeffrey Graham, e-marketing director of Novo, discusses in his article “Building a Research Mosaic” how research is not static. When research is used correctly, it becomes the driving force behind a marketing campaign. “That’s why you must work closely with the client and the account team to create a comprehensive research plan that starts from day one of the investment online,” states Graham.[2] He explains that unplanned research is much less effective. Indeed, the companies that are online with successful brands are the companies that utilize research as the critical “building blocks” in the planning phase. Cyberbrands such as the newspaper group in New Jersey and OnlineBoardwalk.com are off to a good start ...
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