Successful online marketing is about building a great website, then promoting it through advertising, optimising it for organic traffic and getting some journalists to write about you, right?

Nope. That’s more like what you do if you have an offline shop.

Online marketing is about optimising multiple properties to function as an interrelated digital ecosystem. I call that a webspace.

Up until fairly recently, online strategy has been dictated by the ‘rules’ of marketing of an offline, pre-internet world. But, due to more digitally savvy marketers gaining senior positions and the sheer volume of data available today to measure success, this is changing.Continue reading