In the interactive world, you have two-way relationships, and people only have time for a few of these. You need to know your target audience, know what you want to say and what they want to hear, and tell it to them in a relevant way. Through its Web site, an entertainment company can communicate directly with its consumers. Building customer loyalty is an important component of building brand equity. By creating an entertaining and informative Web site with original content, exciting contests and prizes, and chats, games and e-commerce, an entertainment company can provide its consumers with a sense of community.
Consumers like to feel they're on the inside.
Giving them valuable information helps bind them to the brand. Employ high conceptualization. High-concept sites are created by using audio, video, animation, games and interactive applications that create a virtual online community within a thematic environment. The Web site concept is a clear example of a successfully implemented online brand strategy. Make use of interactive storytelling.