To persuade customers organizations have to persuade a large number of audiences in different regions using different channels. This leads to proliferation of communication channels that makes organizations difficult for organizations to communicate efficiently and effectively. Today the world is racing to create a connected world. To achieve success web presence is essential for any organization. The web provides seemless border-free communication and is strategic tool to reach the right audience. The main challenge here is to balance the centralized messages and branding with the need for targetted content.
Targeted content echoes customers and prospect needs and interests, builds relationships and creates brand loyalty. Ideally organizations provide messages that reflects market conditions and the need of their target audience, while coordinating and controlling an overall communication strategy. The five major communication requirements are:
- Global presence
- Brand management
- Target audience marketing
- Multi channel marketing
- Rollout and management
A recognized trusted brand is a strong brand no matter where you come across it. All communication channels, such as e-mail, e-commerce environments and Web sites, all use the same basic elements of branding. Essentially branding is how a customer experiences products and services and the associations they have that evoke desire, trust and loyalty.
Brand structures can be very complex. Usually, brand managers select their branding approach based on the strength of existing corporate or product brands and the ability to launch new products and services into the marketplace. Each brand choice results in different requirements for Web sites.