Understand the customer – Requires more thorough understanding of desired purchase and usage experience in an interactive environment
Continually monitor competitors – Competitor ads and activities can be monitored online
Design compelling and complete brand intent – Greater opportunity to customize key messages.
Execute with integrity – Online interactions add concerns of security and privacy
Be opportunistic – Customization, early recognition of changing customer needs requires tailoring of positioning
Invest and be patient – Building brand awareness requires significant investment esp. for later movers; building brand loyalty is quicker if targeting effectively.
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