Branding the Web and the Art of Online Shopkeeping continued

Essentially, a successful online strategy is led by central business strategy. In most cases, the technology is secondary to its actual application in practice – and for this to deliver the best possible return on investment, it needs to match with customers’ real-life expectations. Already, we’re making small and gradual changes to maximise online sales. In future, we may even come to understand the discrepancies between a customer’s actions and their actual preferences or personality. And in this way, online strategists will be able to brand experience – as well as simply branding the web.

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Past, present and future e-business strategies discussed by: PricewaterhouseCoopers, J.P. Morgan, Cancer Research UK, Linden Lab, John Lewis and Echo E-Business.

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