In marketing and communications, there are just three objectives for any website: brand development, revenue generation, and customer service or support. Although a website can address all these, one aspect must take precedence—the site’s primary objective.
Branding through the website
The brand-development website is used to compliment the organization’s off-line branding. Significantly—particularly in the B2C environment—it offers no on-line purchase facility. It is mostly used by manufacturers who use other channels of distribution for sales and wish to avoid channel conflict. Increasingly, potential customers use the web to check out organizations of all kinds, from local schools to multinational corporations, and ...