| Marketing and public relations support sales by | | | | communities are very analogous to trade shows and |
| promoting and communicating the brand and product | | | | industry conferences. Buyers go there to learn from |
| benefits. The Internet allows you the ability to measure | | | | the experts, vendors and peers. Tapping into the |
| the public relations online activities similar to measuring | | | | natural interest of the market place is key to 21st |
| marketing campaigns. As an example, published press | | | | century marketing success. Offline contacts can be |
| releases or product reviews on other sites as well as | | | | sent email fulfillment, and invited to online events, such |
| your own are ways of driving free traffic to your site. | | | | as web casts or "Chat with the experts". Contacts |
| Press releases typically contain a natural frequency of | | | | gathered online can be invited to meet with executives |
| important keyword phrases that often rank well in the | | | | or technical staff at trade shows or conferences. |
| search engines. Product reviews promoted by other | | | | These days, there are several high-end Internet |
| sites will also drive traffic. Thus, you make sure that | | | | advertising and marketing communication firms that |
| you get the maximum communication value, brand | | | | help identify the most effective, cost-efficient |
| building and financial valuation from your Integrated | | | | integrated marketing activities to make your online |
| Marketing investment. | | | | presence an asset to be leveraged by your sales |
| Integrated marketing campaigns are critical for | | | | team and executive staff. They basically assist clients |
| companies to achieve business goals. These kinds of | | | | in evolving their marketing strategies, so that they can |
| campaigns enable you to be found where the buyers | | | | enhance business plans to leverage the synergy |
| are both online and offline. Industry-specific portals and | | | | between online and offline marketing activities. |