The media landscape continues to change
As the media landscape continues to fragment and consumers become smarter about who and what messages are allowed to get through to them, online is becoming an extremely vital link in any marketing and communications plan.

Consumer Internet adoption shows no sign of slowing down
Despite the huge media coverage relating to the demise of the industry, consumer internet adoption shows no sign of slowing down.

The Internet stays closer to your consumer throughout the marketing cycle
Consumers are using the Internet more and staying longer. By incorporating an online component into your marketing mix you will stay closer to your consumers throughout the marketing cycle - from initial brand awareness right up until the actual point of purchase.

An online media strategy allows you to become more intimate with your consumer
Consumers are not just staying online more and for longer periods of time. They are also switching online for increasingly diverse and/or intimate parts of their lives. They surf, buy, e-mail, absorb news, bank, search and indulge their hobbies to name a few. With an online media strategy you can pick or choose each or any of these moments depending on which is most relevant in terms of the nature of the conversation you wish to have with your audience. It is the only medium, which truly offers a two-way, engaging and active conversation between consumer and brand.

The Internet is creating actively engaged consumers
It’s a result of this increasing internet usage that there are a growing number of activated consumers - making your presence online not only necessary but also a truly exciting and relevant way in which to communicate with your consumers. 

The Brand building phase:
Online offers unique consumer interaction with your brand and therefore gives you the opportunity to bring your brand to life in new, interactive and memorable ways.

The Consumer engagement phase:
Online allows you to walk with your consumer anywhere they go online from work, home or school. That means you can target your message in areas where they are most interested or receptive allowing you to create alliances or synergies with promotions, concerts, new and exciting channels and events that have a synergy with your brand and consumer.

The Transaction phase:
Online means you can influence people at the right time. Right when they are in an active mindset, wanting to find out more, make comparisons and/or buy.

Online experience is created with the participation of the consumer
In summary, the online experience is created with the participation of the consumer and therefore can put you closer to your consumers than any other medium and therefore as part of an integrated media strategy, online will play a significant role in increasing the momentum in which your consumers travel through the marketing cycle.

Online and consumer engagement:
The online environment allows a brand to leverage emotional links not available from other media. Because the online experience places the brand in the hands of the consumer, there is a fundamental shift from a brand that talks at their customer and one that allows them to experience and interact with the brand. It takes the communications away from purely function and information to a higher ground of branded ‘experience'.

Consumers and the Internet:
Consumers are doing more and more on the net. More people use comparative shopping and often go on to buy online. E-mail has become more central to how they communicate with friends and family, search has become the obvious way to look for information. The more advanced users are already downloading music, pictures, chatting live and banking.

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