Integrating online and offline marketing campaigns and providing a successful multi-channel user experience is a powerful way to increase profitability and customer loyalty.

It therefore should be a priority to ensure that all your channels work together, mutually supporting each other with your brand and offering messages, and that these channels provide a seamless path for your users through to an acquisition…

Creating an online marketing strategy uses much the same planning process one would employ in the off-line world; namely examining and adjusting product, price, place and promotion to meet consumer demands. The difference online is how the environment and mechanisms at play affect the way we choose to approach the four P’s. There are certain areas where a sea-change is present between the online and off-line worlds and others where the changes are hardly significant at all. In this article we will seek to explore the various elements that affect the online marketing mix and influence the planning and execution