For any business to achieve long-term success, it must first develop a strong brand. At times, this effort might appear to defy the logic of marketing’s textbook cornerstones: price, promotion, place, and product. In practice (and the digital marketplace), marketing your business is less straightforward and much more subtle than ever before.

As more socializing and business transactions are taking place in the digital world, online marketing and public relations teams are working more closely together than in the past. No matter the approach, your business’ online presence will need to be integrated rather than compartmentalized.