The document discusses how brands can build their presence in the digital world. It highlights the increasing importance of digital platforms like search engines, social media, blogs, and mobile. It emphasizes that a brand website sits at the center of a digital ecosystem and that brands must leverage different digital technologies and bring new ideas to grow their business across multiple screens.
8. ROUTE TO THE NEW CONSUMER
COLLABORATION CONVERSATION
Depth Engagement/Influence
High
Social network Online video
Search
Wikipedia optimisation
Display advertising
Discussion Third party
Website Search
forums blog
dialogue marketing
Company blog Website
Product
Low
wikis
Email
marketing
COMMUNICATION INFORMATION
Low High
Degree of Control 7