Our strategic help can cover areas including:
Communication & Brand Identity
Market Positioning 
Cross Media Promotion and Collaboration
Ways to use Broadband
Ways to promote word of mouth marketing and "viral marketing"
The use of electronic commerce and payment systems
Targeting particular customer segments online.
Methods for reducing or containing ongoing operations costs for a website. 

Overview
Internet technology and internet user behaviour is always shifting. The impact of gradually increasing bandwidth, gradually decreasing prices for internet access, and changing demographic patterns can develop new trends in behaviour and expenditure quite quickly.

Improvements in web browsers and evolving applications (from peer-to-peer programs to better internet banking and easier online shopping) also have a real impact on user behaviour from year to year.

By 2010 some "generation Y" readers, born after 1979, will be 30 or 31. At the same time, many baby boomers will have retired and will be going online in greater numbers for e-mail, instant messaging, photo sharing, bill paying, gift shopping, prescription ordering, keeping in touch with family etc. By far, seniors make up the fastest growing demographic; their numbers will swell so that by 2030 they'll make up around 20 percent of the population. They're already going online in record numbers.

Many factors combine to create a continually changing landscape or online ecology. This change is relentless. At Murchison we will help you to navigate this landscape; a world where a 2-year old roadmap is often very out of date and unreliable.

"THE steep growth in advertising dollars spent online during the next five years will come directly from newspapers, a report from PricewaterhouseCoopers has found.

The internet will remain the fastest growing medium, doubling its share of the $9.4 billion media advertising market from 4 per cent in 2004 to 8 per cent by 2009, when the local advertising industry will be worth $12.5 billion, the PwC Australian Entertainment and Media Outlook predicts."

Technology

From web browsers to mobile devices like PDAs, Blackberries and Cell phones both hardware and software are adapting and evolving at a rapid rate. Evolving standards can be used and maximised to benefit your business objectives.

E.g. Ask us about RSS, an acronym for Rich Site Summary, an XML format for distributing news headlines on the web, also known as syndication. It was first started by Netscape as part of the "My Netscape" site.

RSS is widely used by the weblog community to share the latest entries' headlines or their full text, and even attached multimedia files. In mid 2000, use of RSS spread to many major news organizations, including Reuters, CNN and the BBC.
Providers allow other websites to incorporate their "syndicated" headline or headline-and-short-summary feeds. RSS is now used for many purposes, including marketing, bug-reports, or any other activity involving periodic updates or publications.

The technology behind RSS allows you to subscribe to websites that have provided RSS feeds, these are typically sites that change or add content regularly. To use this technology you need to set up some type of aggregation service. Think of this aggregation service as your personal mailbox. You then have to subscribe to the sites that you want to get updates on. Unlike typical subscriptions to pulp-based newspapers and magazines, your RSS subscriptions are free, but they typically only give you a line or two of each article or post along with a link to the full article or post.

The RSS formats provide web content or summaries of web content together with links to the full versions of the content, and other meta-data. This information is delivered as an XML file called RSS feed, webfeed, RSS stream, or RSS channel. In addition to facilitating syndication, RSS allows a website's frequent readers to track updates on the site using a news aggregator.

Summary: RSS / XML Feeds

RSS is an alternative view of a web page that allows you to subscribe and read the content in RSS newsreader software. Whenever the web page is updated your newsreader will automatically display the new item. There are many news readers available and many are free. Some news readers are programs you download and install on your computer and others are web-based services that you access with your web browser. There is a list of RSS readers maintained at DMOZ Open Directory Project.

Target Audiences

From a strategic perspective we put a lot of time and effort into understanding customer segments and also how they behave on the internet. Research includes web traffic logs and statistics and numerous other forms of research that can underlie and inform strategic decisions. An analysis of user behaviour includes not just demographic and psychographic profiles but deeper questions.