Chapter 7 outlines how organizations can Define their values, goals, and message, and use these to Establish a robust online presence. Chapter 8 illustrates how they can leverage organic and paid search and social to Convey and Promote their brand message. Chapter 9 explains how they can Connect with and Convert their target audience into prospects, customers, and brand advocates. Chapter 10 clarifies how they can measure performance to refine future IDM initiatives.