Chapter 18. Driving Traffic on the Cyberhighway

Objective:

To reinforce the necessity of well-rounded marketing strategies both online and offline to support the cyberbrand. Although the Internet has tremendous reach as a communication channel, it is one medium in an entire branding campaign. Cyberbranders fare best by understanding the following:

  • Communicating to suit the new-economy lifestyle

  • Using more vehicles for more reach and greater impact

  • Getting cyberattention the “traditional” way

  • Moving out of the box

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