ABSTRACT
This chapter covers marketing online: the creation of an online presence or digital identity in order to prompt interest and sales. We will look at strategy and marketing effectiveness rather than the mechanics of how to establish and support associated systems, as these are beyond the scope of this book and are well covered elsewhere (notably in Reed 2013). The establishment of a presence online is often talked about as establishing a
‘platform’ and each different method of communicating online can be similarly described. If we are going to use this terminology, then the initial image of the diving board – or jumping-off point – provides a helpful visual metaphor. There are various different ways of communicating online – for example, through websites, the effective use of email, blogs and social networking – and these can be thought of as the range of diving boards, at different heights, all leading into a single pool of water. Given the extent of the internet’s reach, and the possibilities for messages spreading, this is perhaps best thought of as an infinity pool; but wherever they are in the water, the splash created by others can affect everyone else. For organisations active online, the aim is generally to have all the various entry points and associated activities reinforcing, rather than detracting from, each other – and all benefitting from the associated wider ripples. Having an online presence is increasingly important, as access to online informa-
tion is sought by those considering any form of involvement with your organisation and its products. Whether they are thinking about buying from you, working for you, inviting you or an author to an event, they will check out your organisational presence online before taking the relationship any further.
