Just about every company has a Web site. But today, many marketers are going further. They are transforming their digital presence into powerful media channels, direct to consumers. The practice is prevalent enough that, as the research firm Outsell Inc. reported in July 2008, about 62 percent of marketers’ online advertising and marketing budgets are spent on their own digital media, up from 58 percent in 2007. These marketers recognize that with the right mix of content, utility, community, and product, they can create compelling premium experiences for consumers. And they see that these efforts deliver powerful benefits in branding, relationship building, and lead generation.

Esto merecerá reflexión más profunda, porque esta tendencia creciente acerca de cómo las empresas desarrollan medios de comunicación propios (desde una web corporativa, a un blog, a una comunidad, ...) es algo que llevo años incorporando en mi discurso comercial.

Y en cuanto me tocan las ventas, digo las palmas...