TMA views the Internet as a multi-channel broadcast network and focuses on overarching Internet strategic communications and integrating multiple online communication channels.  We believe in the powerful thoughts of David A Aaker:

“The real transforming power of the Internet derives from its ability to serve as the central organizing platform for integrated marketing communications programs — the glue that holds disparate channels and executions together, making them a cohesive force. Turning the Internet into the medium that rationalizes a firm’s multiplicity of brand-building programs has the potential to change both perception and (the resulting) reality for the brand marketer.”

Source: David A. Aaker www.strategy-business.com
David A. Aaker is the vice chairman of Prophet Brand Strategy, a brand marketing consulting group, and professor emeritus of marketing strategy at the Haas School of Business, University of California, Berkeley. He is the author of 11 books, most recently Brand Leadership: Building Assets in an Information Economy (Simon & Schuster Inc., Free Press, 2000), written with Erich Joachimsthaler

• The Internet is one of the most direct, dynamic, progressive, measurable & cost-effective marketing vehicles available.
• The right Internet marketing plan should be an "integrator" - if not the driver - of a strategic marketing communications plan.
• The right Internet marketing plan must be tailored for each client; "cookie cutter" approaches can not achieve the strongest results.
• An Internet marketing plan that consists of only a web site is not using all the channels the Internet has to offer.
• While TMA tends toward more of a PR orientation, the Internet can be approached with one, or a combination, of orientations:  PR, Marketing, Sales or Advertising.  Striking the right balance in approach, and aligning expectations up front, is critical.
• Online and offline audiences may vary only slightly in demographics and psychographics; however, their Internet behaviors and expectations are likely to be extremely different.
• Online persuasion is often subtle, yet deliberate, and always authentic.  A simple unassuming link on a site that returns value (preferably different value every time a visitor links) stands a better chance of pulling visitors in deeper, enticing return visits, and likely prompting site referral.
• Online communication at least needs to address, if not actually implement, both offensive and defensive strategies and tactics.
• The Internet is a multi-channel network of communication where a web site is only one of many channels to leverage. Online strategic planning should include exploring and weighting all the available channels for a given client/project.
• When the above beliefs are in practice more opportunities often arise where the cost of online development can either be greatly reduced and/or achieve a measurable ROI.