MarketingProfs: Making Brands Relevant Online (Part I)
There's nothing really new about the fact that your brand should have relevance online. The big question is how you achieve relevance with your potential audience. Millions are spent researching marketing campaigns prior to launch to insure the campaign will resonate properly with the audience. When a brand is extended online, that rarely happens. This article discusses the pitfalls to the no research approach and the benefits of pre-launch research.
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