E-Commerce: Five Tips for Managing Online Strategy

Before jumping on the Web 2.0 bandwagon, though, it’s helpful to take a step back and plan an online strategy. Here are some guidelines we use in helping clients leverage today’s Web.

1. Budgeting. Even a fixed marketing budget can be reallocated. For instance, money can be moved away from offline advertising to online advertising. Or, within your online budget, you can shift from a pay-per-click program to videocast production, for example.