If a web site is well designed, it can be a powerful dimension of the corporate brand. Bernd Schmitt analyzes the issues that contribute to an effective digital strategy. Among his key points: Sites must target the priorities of specific customer segments; they must engage users in both active and interactive experiences; they must be integrated with other brand elements; and they must he supported with quality service. As for the future, Schmitt sees digital brands composed of an increasingly accessible and rich array of sensory experiences.
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