From a strategic point of view we perceive tremendous business needs due to the impact of the concept of stakeholder relationship management spanning the entire life cycle of the communicative relations with stakeholders.

CFOs have broadened their scope of active communication from financial analysts and journalists to other stakeholders, as published by Edelman, Inc. (2002) . In other words, everyone having an interest in the company might add to its value and should therefore be communicated with.

Empirical studies e.g. from Botosan (1997) and Hail (2002) therefore demonstrate impressive benefits resulting from efficient communication to the financial community which may reduce the costs of capital and enlarge the company's value.

Additionally, operative savings could be realized e.g. by substituting online FAQ-catalogues for time-consuming communication efforts of the top management.

Through an on-going dialogue the management assimilates vital feedback from e.g. financial analysts or key customers and thus has a platform for testing the mission, vision and value of the company.

A prime example of a company profiting from personalisation is Amazon which attracts 6 times more consumers, receives 18 times more orders and acquires 3.5 times more new customers than comparable competitors.