Marketing

Integrated Marketing —unleash the power of the Web

An Akamai Technologies White Paper for Consumer-Oriented CMOs

Executive Summary Business executives who manage integrated marketing campaigns are increasingly frustrated by the complexities of moving their marketing online. Akamai EdgeSuite is a complete suite of services that provides a foundation for your Web marketing initiatives—simplifying planning, improving the customer experience, and increasing business insight. EdgeSuite enables the reliable delivery of online content and applications, targeted marketing, as well as Web site traffic and visitor analysis to increase your business intelligence—without time-consuming coordination among departments and vendors.

©2001 Akamai Technologies, Inc.

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Table of Contents

Section 1: The Opportunity of Marketing Online . . . . . . . . . . . . . . . . . . . . . . . . . 3

Section 2: Your Brand and the Web ...................................5

What is Brand? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5 Building Brand by Web Experience ...........................6

Challenges of Integrated Marketing with the Web . . . . . . . . . . . . . . . 8

Section 3: The Foundation for Successful Web Marketing . . . . . . . . . . . . . . . . . . 10

Section 4: Summary . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 13

©2001 Akamai Technologies, Inc.

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Section 1: The Opportunity of Marketing Online

Effective marketing today requires a cohesive, holistic approach that integrates every point of customer contact,

“In the United States, the Web reached 50 million households in just five years, compared with 13 years for television and 38 years for radio.”

—Brand Leadership David A. Aaker

be it print, online, or direct interaction. This is often referred to as integrated marketing. The need for integrated marketing is driven by a rapid fragmentation...