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DIGITAL MARKETING: Becoming webworthy

According to Jonathan Lines, marketing director at DGM,"The department which owns client communications should own the website; its language should reflect the brand." A website acts as a window through which anyone can view a company. It should therefore be the most customer-orientated piece of communication which the company owns.

Other departments should contribute to the website's development and have responsibility for updating their own sections of the site, but the marketing department should have overall control.

First things first
As with any other marketing communication, companies must first work out what they want their websites to do. "People always start by worrying about the technology," says Chris Wilson, head of B2B at Loewy, "but it's so easy and cheap now that you should set the site's objectives first." The website can be primarily for driving enquiries, informing customers or selling products and services. Marketers should identify the target audience and then construct the site to be of most help to them. Wilson from Loewy again: "Journey planning is a relatively new exercise in the B2B arena, although B2C companies have been using it for a while."