Brand Building
Techniques and Enterprises for Brand-Building on Web:
- E-mail Promotions
- Online Advertising: allows business to generate purchase interest among target market and be creative with their advertising because it becomes interactive, and animated
- Search Engine Marketing
- Affiliate Programs
- Portal Deals
- Viral Marketing
- Offline Advertising and Promotion
- Events and Public Relations
Why the Internet is Useful for Branding
- Creates awareness: introduces the brand and aims for brand recognition or recall
- Familiarity: suggests some knowledge of the product, its features, and services
- Creates a Positive Brand Image: created by marketing programs that link strong, favorable, and unique associations to the brand
- Completed Transaction: the beginning of a relationship
Media Use Attitudes and Patterns
Media Changes
- Internet: 60% spend more time on the Internet
- Radio: 40% of people spend the same amount of time listening to the radio while 27% listen to it less
- Television: 36% watch the same amount while 35% watch less
- Newspaper: 39% read about the same and 30% spend less time
- Magazines: 38% same amount and 34& less
Unknown Peers vs. Experts
- Young users trust unknown peers more than recognized experts
- Experts are biased
- Unknown peers offer real first-hand experience without being biased to the brand because they have no connection
- Unknown peers are also easier to relate to because they are also consumers
Engaging the Right People with the Right Message
- Create customer relationships
- Retains customers and builds loyalty
- Potential for a lot less waste of advertising dollars