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The Digital Revolution by Alan Charlesworth

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Defining Objectives

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 ...

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