Personalizar el mensaje online para construir una marca. Aproximación conceptual

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 Web site which manages 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.