This book is for every company that wants to enhance its brand identity through the Internet. Marketers, managers, business owners, and entrepreneurs will find a wealth of tips and strategies for building a Web presence that can increase revenue, improve customer relations, and boost brand loyalty. Digital brand expert Ian Cocoran explains the traditional theories of branding and explores the ways in which they can be applied to Web sites, no matter what the given industry or field. Chapters cover a range of site content, including: - Color schemes and menu formats, and the pivotal roles they play in the perception of an online brand
- Incorporating bare essentials such as company history, careers, feedback, mission statements, site maps, search engines, and FAQs
- Choosing one global portal vs. multiple languages and country-specific content
- Encouraging and retaining traffic flow through competitions, vouchers, and giveaways, moderated forums, or subscription-based membership
- Adding depth to the Web experience with technology such as audio, streaming video, and shockwave animation
- Maximizing site functionality for online shopping or software updates
The unique needs of nonprofit organizations are discussed, and numerous real-life illustrations of good and bad online branding efforts are provided. Anyone looking to use the Internet's potential to maximize the strength of his brand must have this book.
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