Customize Online Messages to Build Brand. Conceptual Approach
Abstract
In the corporate migration to the web companies need to take into account the new rules if they want the corporate communication to be successful. In any case, one can say that any online marketing strategy is based on the main communication tool that companies have in the online environment: its website though which manage communication and build long-lasting relationship. The Internet has created active users who now demand a more personal and differentiated experience, permitting them to establish long-lasting ties within the Organization. But this has led to a terminological confusion which in itself may give rise to an incorrect application of this term as a communication tool. Consequently, the present study is an attempt to delimitate conceptually the term making a longitudinal study and to suggest some recommendations for Companies to follow in order to establish direct and long-lasting relationships with their stakeholders in the Network.Downloads
Article download
Crossmark
License
In order to support the global exchange of knowledge, the journal Área Abierta. Revista de comunicación audiovisul y publicitaria is allowing unrestricted access to its content as from its publication in this electronic edition, and as such it is an open-access journal. The originals published in this journal are the property of the Complutense University of Madrid and any reproduction thereof in full or in part must cite the source. All content is distributed under a Creative Commons Attribution 4.0 use and distribution licence (CC BY 4.0). This circumstance must be expressly stated in these terms where necessary. You can view the summary and the complete legal text of the licence.
Área Abierta. Revista de Comunicación Audiovisual y Publicitaria is an open access journal that does not charge authors for article processing (submission, review or editing) or publication.
