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Cyberbranding: Brand Building in the Digital Economy by Deirdre Breakenridge

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Be Sensitive to Online Audiences and Privacy Issues

Optimizing audience response through cybermarketing strategies is only as good as the audience that allows the program to be successful. As companies strive to create these programs, it is imperative to consider how consumers view and value privacy on the Internet, and have the power to eliminate, from their cyber regimen, any brand that infringes on their Internet privacy rights. In other words, the cybermarketing program is in the hands of its audience. An article called “Gauging Attitudes about the Internet,” by Jeri Clausing, discusses the results of a research study that involved 10 two-hour sessions with groups of consumers to find out how people really feel about the Internet and if ...

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