A new study asserts that all marketers - not just those who transact business on the Internet - need to have an online presence regardless of how much (or how little) product they sell in cyberspace.

In the digital age consumers expect a Web presence, according to the study, which looks at worldwide trends in online marketing.

The other key pillars, per the study, are reach, reputation and transaction. Reach remains a prime communication objective, it states, and "brand advertisers in particular need digital media to replace audience they are losing in traditional media, and to add frequency against light television viewers."

It is now also vital that marketers monitor cyberspace to assess the reputation of their brands. "Good news travels fast and bad news travels faster," the study says. "Businesses need to 'listen to the conversation' and understand how to participate and respond."

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