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These six beliefs support the framework we use to identify online and offline levers which move customers from initial brand awareness to brand loyalty and advocacy.
1. The Internet is essential.
The online channel is the most flexible and influential medium in which to reach your customers.
2. Channels must be integrated.
Our multi-channel world demands an integrated approach to marketing.
3. Understanding is key to success.
Fully understanding the needs of your target audience is critical to building effective solutions.
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4. Users rule.
The most successful online solutions are created from the perspective of the people who will actually use them.
5. Creativity and technology must work together.
Only integrated teams can enable solution design and architecture to work in harmony.
6. There is always room for improvement.
Marketing solutions should be measurable and provide potential for optimization.
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