Introduction

As an owned channel, websites provide a great opportunity for Bayer to fulfill its communication objectives in digital media.

Key areas to consider before starting work on a website are:

• Your communications and/or marketing objectives

• Your target audiences

• The value of the content and services provided to those audiences

• You have sufficient resources available to keep the website up to date and online

The most important aspect and biggest challenge in managing websites is keeping the content accurate and up to date. This means not just the content, text and images but also the structure, navigation and links.

The Identity Net contains the most essential principles for working on websites, social media and mobile apps. It is part of, and refers to, a group of Bayer management policies which provide the framework for online communications at Bayer. This link leads to an overview of the most relevant