Microsites and blogs give marketers a way to communicate with customers that’s more effective than using a standard website or traditional marketing, said Brad Wahl, Krystal’s vice president of marketing.
“There are more and more opportunities [for consumers] to have a conversation with our brand,” he said. “Consumers are demanding it.”
Through behavioral research studies Krystal has learned that consumers who go to one of its blogs or microsites have different behavioral attributes than visitors to its other sites, allowing the chain to tailor marketing messages to them, Wahl said.
By GREGG CEBRZYNSKI
