A Study on Interactivity and Online Branding
Brand marketers must always engage in differentiating their brands and developing strong relationships with customers. The internet has enormous potential to develop a brand online. One advantage the technology of the internet provides over traditional media is the ability to interact with a customer which allows the brand marketers to vary their presentation to accommodate individual customer preferences. In contrast to the majority of other media, the internet can help the company to establish a lasting relationship with its customers as it enables a two-way communication. This provides a very significant opportunity to build brand awareness and customer loyalty. Interactivity involves engaging the customers directly, creating a unique and personal exchange with them. In this study websites of some business firms are studied from interactivity point of view to show how incorporation of interactivity in their websites has helped them in successful online branding.
Year of publication: |
2010
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Authors: | Neelotpaul, Banerjee |
Published in: |
Advances In Management. - Advances in Management. - 2010, March
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Publisher: |
Advances in Management |
Saved in:
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