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Cyberbranding: Brand Building in the Digital Economy by Deirdre Breakenridge

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Internet Issues Turn Into Internet Opportunities

What are marketers finding to be the most common issues when making the transition to the Internet?

  1. Understanding new audiences and meeting their needs

  2. Making the transition from communicating as a mass-market company to the individual online consumer (and instant two-way communication)

  3. Acknowledging new competition that was not a consideration pre-Internet

Opportunity number 1: New relationships are formed with new audiences as traditional businesses go online. So, for example, in the case of the Arts & Entertainment Network (A&E), its Biography.com Web site invites younger groups to partake in the site with a searchable database of 25,000 interesting biographies. Because of younger audiences, ...

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