Brand managers are discovering that they can use the internet to promote their products or services in unique ways. In the past, many marketing professionals chose to advertise using mainstream media platforms like television, radio and print because they were proven to produce lucrative results. While it's important to have a balanced campaign, the web provides marketing departments with the chance to experiment and take risks.
Instead of old-fashion promotional efforts, practices like search engine marketing have helped creative departments attract consumer attention without forcing information down their throats. In fact, what makes content marketing unique is the fact that readers navigate to it, and they choose to engage with the information for as long as they want. This allows marketing departments to unveil a wide array of promotional efforts in which they note what sales tactics work best, as well as what information people are more likely to read in its entirety.
Professionals who want to reinvent their companies' brand images without completely changing how work is conducted might want to dabble in online marketing. A well designed campaign has the potential to support previous advertising efforts and improve lead generation all on its own.