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Creating Marketing Messages & Determining Marketing Methods: Once your product profile matches the customer profile, you have to plan how to sell the product to the target market. You have to come up creative, meaningful and compelling messages that address the expectations and requirements of your audience. Select the most effective mediums of conveying these marketing messages. A variety of online and offline marketing tools are available. For best results, you will have to use a judicious mix of conventional and online marketing techniques.

Defining strategic objectives: the organization must have a clear vision and establish if the media channels will complement the traditional ones, or will replace them. We must define specific objectives (don't forget to check if they are SMART!) and we must also specify the contribution of the online activities to the organization's turnover.

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