This example illustrates the manner in which new media may be used to establish valuable online properties. It is an evolution that represents a fundamental reconsideration of the role of media in business development. As such, media development is no longer a discretionary marketing expenditure. In truth, the benefits of online property development boil down to investment. If you plan to compete in the new economy, you have to support your online presence with lasting assets.
Online properties are the bricks and mortar of e-business.
Take for example the ubiquitous Web site. This type of property supports a vast array of online programs. Intranets, extranets, database marketing, promotional sites, direct marketing campaigns, community marketing forums and customer support are a mere fraction of the programs that depend on property development. Now consider the expanded role of online property development as a marketing vehicle. Traditionally, marketing initiatives are short-term investments.