Digital Directions: A Road Map for an Uncertain Economy

Alternatively, if the search engine had directed you to a landing page for that same hardware store where a variety of hammers, nails and tool belts were featured, you not only have a result that brings you closer to making a purchase, but that offers cross-selling options. This is where valuable online customer relationships can begin.

If you want to do something a little bigger than a landing page to help your search visibility, a micro-site can be your next step.

Micro-sites are one of the best ways to promote a product or service at lower cost then a corporate site, and can provide greater flexibility. Additionally, these sites are often more fun to visit as they can be built around a single creative concept.

Here's an example from my company: We based the Oprah, Dove, and the Girl Scouts of America micro-site upon Dove's Real Beauty campaign, (http://www.omagazine.info/doveawards/), and it provided an engaging environment built around user-generated content.

Here are a few more effective ways to build your brand with digital marketing:

The blogosphere
Advertising on a community site whose audience is inclined toward your product or service can build strong brand association. By getting involved as an active contributor with valuable content, you become part of a community and are able to monitor what is going on in your industry's corner of the blogosphere.

To take it a step further, consider micro-blogging through services such as Twitter or Pownce. Here you can keep a group informed of your every move on a moment to moment basis and learn what they are up to as well.

Podcasts
Often overlooked as an advertising vehicle, podcasts can also reach a core demographic. For example, if you're looking to reach a tech savvy audience, consider TWIT, This Week in Tech's podcast. Or, create your own custom podcasts. Startup costs are minimal, and if you offer valuable information, you can create a meaningful relationship with your listeners.

Niche and community web sites
The Internet has no shortage of Web sites with unique audiences. MySpace and Facebook are two major communities but there are many others that are even more geared toward specialized interests. Check Ning.com for examples of easy to create niche social networks.