Whereas your marketing strategy defines your overall brand image, your online strategy aims at developing this image via the Internet: brand commitment, increased renown, interaction with customers, new and existing customer conversions. Your website (and any other chosen media) offers you the possibility to provide more information and in different manners. This adds value to the customer journey which is simply not available off line.
This added value can be in the form of new content formats or new types of interactive service. The customer journey must be at the heart of your approach and therefore of your strategy; a happy customer will click, come back, log-in, buy and perhaps even be motivated enough to share his/her experience. And this is a major advantage in a system where your client is the first to truly define your brand.