Tag Archives: Online Marketing

Branding in a digital economy

Branding in a digital

Given the extraordinary focus on interaction and transactionality, the 21st century marketer can well be bemused and wonder what, or if any, role does branding have in a digital economy. This dilemma is not misplaced since the vast majority of literature, academic as well as general, on digital marketing is obsessively focused on ‘conversion’, often construed as a shorthand for sales.

Organising for a Digital Future

Organising for a Digital Future

It is commonly believed that to be successful digitally all one has to do is to create a website. This is a mistake. Having a website is a necessary condition to participate in the eco-system of the Internet accessed by the public, but not a sufficient condition.