Redback is a frontrunner in today’s red-hot Broadband Economy; a fact the IP network solutions company attributes in part to aggressive brand marketing driven by strong market intelligence. Redback created this advantage by redeveloping its website with the help of Designworks.
Our first step was to assess the company’s web presence in light of their marketing objectives. Two key goals were identified for website redevelopment: the communication of a strong global brand fully aligned with the company’s offering; and the ability to capture sales leads and respond to the market with greater speed, accuracy and efficiency. To build a dynamic, permission-based marketing system, we created an information architecture with built-in database and search engine optimization. The new Redback site provides visitors with easy online registration for news alerts and enewsletters. Download reports enable Redback to gather demographics and track visitor interactions, and a block list option helps ensure a qualified list of registered users.
Using the Designworks content management system (CMS), Redback’s marcom staff can update web content as needed to keep their audience informed of news and events, gauge their interest, and be more responsive to their needs. As an Ericsson company, Redback has increasing global reach. Using the same dynamic CMS, Redback’s Japanese and Chinese branch offices were able to replicate and localize the corporate site’s English language content within two weeks. Now the entire Redback organization presents a unified global brand while providing information that matters to each of its local audiences.
