Internet 'can offer whole-brand experience'

Wednesday 27th of February 2008

The internet is increasingly becoming a location where organisations have the opportunity to display their whole brand, it has been suggested.

Online marketing site AltogetherDigital.com has stated that for a long time many firms were using the internet simply as an extension of direct marketing material, for instance showing longer versions of television adverts.

However, now companies are increasingly acknowledging the potential that the internet offers in terms of communicating with targeted consumers.

The site claims that it is important for marketers to understand all aspects of the online PR discipline in order to make the most of the opportunities that the internet provides.

"Increasingly, online is where brands can exist in full, from broadcast messages to direct response, through to engagement pieces," writer Chungaiz reports.

Industry faith in the potential for online PR and marketing in the future is perhaps indicated by Microsoft's recent acquisition of aQuantive and rumours of its courting Yahoo!.