This white paper is for the marketing executives who want to lead their organizations togreater brand awareness, better prospect interactions, and increased sales by leveragingthe full power of the web. As the lines between media continue to blur, effectively reachingpotential customers requires a comprehensive, tactical web strategy. When blended together,tools such as a corporate website, blog, social media, search marketing, mobile applications,and video help organizations connect with their audience in meaningful, interactive ways.Web strategy needs to collaborate seamlessly with traditional marketing efforts to form
a unied message and appearance. A holistic web strategy not only reaches the targetaudience in an efcient and cost-effective manner, but also provides the best channel to track
results, measure ROI, and make adjustments.