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Branding
Branding
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Brand awareness should be an important part of your traditional marketing strategy; on the net, branding is crucial to a successful commercial site. Taking the view against worrying too much about branding on the Internet, market-research shows that the majority of marketing professionals still do not think the Internet is suitable for increasing brand awareness. It is too mass-market and sales-oriented. The conclusion is that the web is good for building sales but there’s little site loyalty and, with the exception of market-leaders Yahoo! and Amazon, there’s little brand awareness on the web. After all, why spend your marketing budget advertising on the web when rates per view per advert are lower for full-colour ads in a magazine? There’s an opposite view that promotes the web as the perfect medium for branding. Brand-awareness and loyalty can be built very quickly and web-consumers are desperate for some recognisable names that will help them decide if a site is trust-worthy. Users don’t just want to spend hours in online shopping sites, they want reliable, information-rich sites rather than a buying spree. |
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