The online consumer experience now has a greater impact on brand perception than many marketers might think. More and more, the first proactive step toward buying intent happens online—whether it’s looking for detailed product information or simply checking out a brand’s reputation.

• Web Sites & Mini-Sites—From corporate sites to smaller, campaign-related sites, these environments are where a majority of internet fact finders get the information they’re ultimately looking for.
• Blogs—This informal assembly gives anyone—consumers, employees, and even executives—a chance to share their opinions in a public forum.
• Online Communities—For visitors with common interests, online communities develop and nurture relationships with targeted core audiences. Some forums offer an exchange of information that is accessible only to qualified members.
• Podcasts & RSS Feeds—The ability to “push” content—e-mail, site updates, pre-recorded programs—at the user’s request, allows consumers to receive that content on their own terms via an iPod, computer, or other mobile device. These technologies are also effective means for keeping customers engaged on a regular basis (see Contiunity Programs).