Speciale: Integration af offline og online kommunikation

Skrevet af

Pernille Helweg
cand.comm.

1 artikler

0 indlæg

Integrated communication between online and offline marketing activities requests great concentration of the company behind the web-site and the brand which is being exposed on the web-site. Online communication is fundamentally different from traditional offline communication. The difference is between the active and controlled interaction between the user and the web-site, and between the more passive and restricted receiver in traditionel offline communication.

Usability is the essence of online communication, however usability is not a guarantee
for successful online communication. It is my opinion that usability is a prerequisite for
the succes of e-commerce. In the thesis I focused on integration of online and offline
communication in marketing activities of a wellknown offline brand. The online
marketing activity is an extension of the distribution channel with focus on selling the
brand online. In a perspective of a cognitive walkthrough inspection of the usability on a
web-site provided with qualitative individual interviews, the focus of the inquiry is how
well a brand is exposed online. The objectified goal in this thesis is to investigate the
consistency and coherence in offline and online marketing activities.

The quality of the user experience at the web-site determines the user’s loyalty to the
brand and to the company behind the brand. A positive total user experience generates
user loyalty. A negative total user experience engenders defection. What the user
values is an experience that is not just pleasant, but helps him complete his tasks
quickly and with confidence. I found that it is initially important how well the company
understands the user’s expectations to the experience of the web-site. My object is to
get an insight and an understanding of the correlation between the user experience
and the perception of the brand. The question is, how does a user’s expectations to
information architecture and usability on a web-site influence the user’s perception of
the brand exposed on the web-site?

The findings of the inquiry concerns of a positive correlation between user experience
and user perception of a brand being exposed on a web-site. My research shows that
users demand a complete overview of the content and control of the action needed to
perform tasks at transaction based web-site. Furthermore I found that a user’s
unexpected experience at a web-site results in a negative perception of a brand. On
the assumption of my findings I may conclude that the user experience on a web-site
determines the attitude toward a brand, and the essence of a user experience and
perception of a brand rests on the expectations to the brand. I found that users must
perceive a consistent and coherent exposure of a brand to maintain and increase
loyalty.

Download specialet her

Relaterede artikler

De ukendte kendte - De fleste virksomheder erkender betydningen af at brande sig. Imageskabelse er et vigtigt led i positioneringen på marke...
Adgangskort til corporate branding - Corporate branding er en strategisk ledelsesopgave. Adgangskortet er en systematisk proces, der kræver organisatorisk in...

Giv din stemme

5 stemmer
4,4/5

Kommentarer

Få nyhedsbrev

46 JOB

Webmaster

Se alle job Indryk job

Job

PR-konsulent med partnerpotentiale

Frist: Vi indkalder løbende.

Seniorrådgivere

Frist: 26. marts

Kommunikationskonsulent

Frist: 22. marts
Se alle job Indryk job

Få nyhedsbrev

Få nyhedsbrev

Alt hvad du behøver at vide om kommunikation i din indbakke.

Ud over nyhedsbrevet får du max to andre faglige e-mails om ugen.

Vi bruger cookies for at give dig en bedre brugeroplevelse.