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The principal of these is that SHERE is a B2B marketing consultancy. This is the key. Online marketing is no different to any other element of the marketing mix - understanding the target audience; their buying triggers, their interests and their business drivers is of utmost importance. In the online world, marketing strategy and communications priorities must come first, with technical and design implementation responding to clear business-led objectives. To achieve maximum return on investment from one's online presence and marketing, they must be integrated with their wider brand strategy and off-line marketing tactics.
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