The Difference Between Building A Powerful Online

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The Difference Between Building A Powerful Online Brand Or Building A Powerful Brand Online Essay, Research Paper Building a Powerful Online Brand? or Building a Powerful Brand Online? By, Kim Anderson Building a powerful online brand is different from building a powerful brand online. The Internet is seen as a new marketing model, especially for direct marketing. Although it offers exciting potential for marketing communications (MarCom), it can rarely stand alone as a brand-building tool just as direct marketing cannot. Companies should utilize the Internet as a marketing mechanism, not the marketing mechanism, and strategically fit it into the overall MarCom mix. Many marketers are separating the Internet from the MarCom mix, forming independent e-marketing or

e-communications divisions and/or strategies. MarCom guru, Don Schultz, refers to this as “disintegration” and sees it as a grave mistake . Schultz urges Marketers to integrate instead of isolate the Internet as a marketing communications medium. The Internet alone doesn’t build mass brand awareness. It simply can’t match the impact of the other mediums that reach millions of people at the same time like a 30-second commercial during the Super Bowl. Of course, it doesn’t cost nearly as much either. It is also hard to establish a universal meaning for a brand on the Internet, like GE’s “We Bring Good Things to Life.” Why? Web advertising is still low in quality and impact. Current technology makes the Web limited in format, which constrains the quality of Web

advertising, and the ads are too easily ignorable. Still, making the ads larger and more entertaining in hopes of greater impact can have a negative effect because they often annoy consumers. Keeping in mind that Web marketing entails placing ads on other companies’ sites, consumers may find it infringing to see ads on the hosting site they’re viewing. Web ads must be carefully balanced to entice consumers and not annoy them. At the company’s site is where greater creativity showcasing Web designers’ skills can be released without consumer resentment. With a lot to view in a small space on Web ads, MarCom specialists need to take the appeal of print mediums, combine them with the pizzazz of television ads, add a splash of Web designer creativity pitched at a particular

consumer segment and create an impacting and quality Web ad. That is made easier with emerging technologies that allow for animation, higher quality sound, and quick uploading times. In the digital world, consumers control ad exposure because Web ads are easily resentful. Marketers have a challenge in getting consumers to click on their ads; only 21 percent of Internet users polled said they never clicked on Internet ads, an another 51% said they clicked only rarely. Using Web ads with the infrastructure of the Internet today as a branding tool cannot be achieved by Web ubiquity either. Amazon.com and Priceline.com seem to be everywhere on the Interned and still they both heavily rely on other mediums to achieve a strong online brand. In fact, they are probably among the most

recognizable online brands to date. Most branding efforts are conducted offline because they’re proven more effective. Dell is one of the largest ad spenders in tech trade magazines and runs a $100 million-plus branding campaign almost entirely on TV. Dell hopes to conduct 50% of all transactions online and contends that it can’t generate that kind of volume with Web advertising . Cisco Systems opts for full-page ads in the Wall Street Journal and 30-second commercials rather than Web Banners, and ironically almost the entire Internet runs on Cisco’s systems. Cisco’s branding statement (or branding question) is “Are you ready?” and it’s seen much more offline than on the Web. Conventional marketers are adding the Web as an enhancement to their more traditional