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As a marketing manager, should one focus on search engines like Google, Alta vista, Yahoo, etc. ” The answer is ‘no ‘and hence, how can a company dynamically build up the content to address these customer segments?As previously explained, customers no longer have a dearth of choices.
On one hand, it is a boon for customers as well as the corporate world; on the other hand, it has consumed businesses that could not withstand the challenge.
Since the environment around us is getting dynamic day by day, so will be the lifespan of the companies.
The media industry in the Belgium has evolved from print to digital, and today, many companies are using this medium to attract local and global customers.
Though, online marketing has an edge over all other mediums, it is not easy and simple to get customers’ attention in this upsurge of information.
Like most of the European nations, Belgium too has faced economic instability in past few years.
It is high time for the country to introspect and resuscitate its business and marketing strategies to survive in the world market.Ansari and Mela (2003) mentioned that response rates could be increased to around two-thirds if personalization can be incorporated into email design and content.In 2004, Nussey investigated the impact of emails on sales and found that e Bag company was able to double the mean revenue per recipient by optimization of email messages sent to the consumer.The Internet era has transformed almost everything, including shifting our personal inspirations to professional aspirations.It has influenced our education, occupation, lifestyle, achievements, possessions, relations, beliefs, and perception of life.Non-loyal customers prefer those companies where they always receive promotional offers and hence, will never stick to one company as they keep looking for better deals.Various authors have tried to measure the impact of personalization of content on brand communication.As we have concluded from above, both promotional campaigns and personalization of content play a vital role in increasing revenues of an organization as the first factor induces the sales and the second one sustains the sales.Therefore, we will focus our research on these two variables and evaluate their efficacy.We are living in the world that overwhelms us with numerous choices.The customization of products has opened new vistas for visionaries.