Web-based marketing excites, challenges small business use

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Online marketing has come of age since 2004, and in its wake is bringing more brand awareness, new customers and increased revenue to the companies willing to commit to the right technology tools and strategies.

How different corporate Web-based marketing plans are working – and how they’re being implemented – is the subject of this week’s Focus section stories.

CSBJ readers are invited to check out how social media vehicles such as Twitter, Facebook, LinkedIn and MySpace have created new intra-business networking opportunities and communities. As a result, consumer-direct and business- to-business firms alike are using fast-changing Web technologies to increase leads, sales and to track consumer behavior online.

But watch out. Once a company commits to an online marketing plan, the experts say, they must be prepared to tweak and overhaul content and delivery vehicles on a regular basis just to keep up.
For more on social media, see Friday’s CSBJ.