For example, we re currently working for a major hotel chain. Their previous consulting firm was very much focused on the hotel s look and feel on their Web site. Our focus is on our client s customers. We re asking about what the corporate travel agents need for their planning, what they need in a hospitality partner, what will build their loyalty. This understanding informs the way we design an online experience that builds loyalty, retention, and our client s brand.
Some firms focus only on the project.
A lot of online services firms help their clients develop a brand, but that only goes so far. We extend the brand and drive more traffic to the client s site by integrating the entire marketing effort, making sure every piece of collateral or advertising material support the brand we ve created. It s kind of building the buzz while we re building the business. Many companies in this space come from a traditional IT heritage. They re comfortable helping MIS and IT departments do process engineering.