Build An Online Experience

Online advertising spend isn't online marketing spend. Many companies are looking to build better customer experiences for the consumer, to produce a "wow, you really made that easier for me" effect. One of these is Nike.

Digital media spending is doubling every year at many big companies, industry data indicate. But the research firm Outsell found this year that 58 percent of marketers’ online spending went to their own Web sites, rather than to paid ads. More than two million people visited Nike-owned Web sites in July, according to Nielsen//NetRatings.

Source: Platformeconomics Of course I am thinking that social media will play a big part in that spend, as will creating better company-individual interactions, online and offline, and crossing both. The relationship has to become more fluid, and relevant.

technorati tags: customer, interaction, voice, messaging, customer, contact