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Scan the Web and identify the Internet marketing techniques of two to three companies. Start with the company’s home page. What functionality does the page contain (just information, online selling interface, etc.)? Evaluate the home page’s communications effectiveness. Next go to a search engine such as Google. What key search terms bring this company up on the first two or three pages? Does the company use paid Internet advertising? Affiliate programs? Are there any other unique aspects of the company’s Internet strategy? How does what you’ve learned to inform your Web strategy?
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