Chapter 8. Empowered Online Audiences

Objective:

The twenty-first century is the age of the empowered audience. Choices are vast, and decisions on the Web are researched and calculated. It’s time to focus on the online audiences that know their way around the Internet and are looking for Web sites to further empower them. Brand recognition is realized by understanding the following:

  • The makings of an empowered audience

  • Offering additional information to build relationships

  • Personalization to build relationships

  • Customization of products and services to build relationships

  • Building relationships through incentive programs

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