Using Web sites as part of the marketing mix
THE VALUE OF WEB SITES
A corporate Web site is often the product of a separate development team, and not the responsibility of the marketing team, but it can be an important element in your overall brand communication. It offers unique opportunities to build a relationship with your customers, but also poses specific challenges.
Web sites can be a very successful part of the mix. As part of an online campaign in France, Eurostar leveraged video adverts to drive traffic to a unique microsite intended to raise perceptions of the brand...