ONLINE MARKETING SPECIAL

038
When investing in HARNESSING THE POWER OF
ONLINE
online marketing,
strategic thinking
will deliver the

MARKETING:
best rewards,
writes David
Scanlon.
Three things to think about
before you start

THE MARKET | AUGUST 2009

 ONLINE MARKETING SPECIAL

039
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2. ACKNOWLEDGE THE REAL CONCERNS ed=ee]b["m^_Y^m_bbi[dZoekWd[cW_b
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YedjhebWdZZhW_dedj_c[h[iekhY[i$ B_da[Z?d"WbieWbbemoekjeYh[Wj[WdZikXiYh_X[ David Scanlon is a member of
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Wbbem_d]Ykijec[hijeh[l_[moekhfheZkYji i[WhY^j[hciehjef_YiX[_d]Z_iYkii[ZXo ness unit. He is currently com-
edoekhm[Xi_j[_iWdkdZ[hijWdZWXb[\[Wh$ c[cX[hiWdZe\h[b[lWdY[jeoekhXki_d[ii$ pleting a dissertation entitled,
8kjj^_i_ij^[Y^Wbb[d][e\ef[dd[ii0_\ 7dWXWdZed[ZieY_Wbc[Z_W[\\ehjm_bb ‘Is Social Media Marketing
oekm_i^jeXk_bZWh[bWj_edi^_fm_j^oekh ^Wl[Wceh[d[]Wj_l[_cfWYjedoekh_cW][ a cost-effective tool for Irish
Ykijec[hi"oekckijWYY[fjj^[fei_j_l[ j^WddejijWhj_d]_dj^[ÓhijfbWY[$8kjZedÊjki[ SMEs?’ as part of an MSc in
WdZj^[d[]Wj_l[$OekhYkijec[hiWh[edb_d[" j^_iWiWd[nYki[jeZedej^_d]1_dij[WZ"Yh[Wj[ Management of Information
jWba_d]WXekjoekhXhWdZ_dWdoYWi[0_\oek Wh[Wb_ij_YijhWj[]oj^Wj_dYbkZ[ic[WikhWXb[ Systems at Trinity College
Wh[dÊjfh[fWh[Zjeh[ifedZWdZ[d]W]["_j jWh][jih[b[lWdjjeoekhYecfWdo"WdZX[ Dublin. Email david.scanlon@
medÊjX[jeebed]X[\eh[Yecf[j_jehim_bb$ fh[fWh[ZjeWZWfjWioekh[nf[h_[dY[]hemi$ enterprise-ireland.com
AUGUST 2009 | THE MARKET