Regardless of the hold-ups in leveraging internal or external Internet communications options, consumer and B2B channels are growing their share of the market. Resistance is futile and with this change in how consumers and B2B buyers are reached, is a change in the symbolism, voice, and style of promoting brands. That doesn’t necessarily mean the Internet can’t play a supporting role for your offline or TV advertising. For many campaigns, the Internet is just another conduit for sales videos and corporate brochures. Some are satisfied with this, however the Internet’s own power to communicate and generate business shouldn’t be underestimated.
The Internet, whether through public websites, search engines, Internet radio broadcasts, and e-mail is very targeted. It is shown to reach the right target at the right time with the right message. It doesn’t matter what approach to your online advertising and promotion you choose, it will find the right target market - if you know how to look. You need to be there any way you can. It’s too important to let it slide.
Internet branding ( aka web branding) are terms in increasing usage because branding can be adapted to be effective on the Internet. That’s different from broadcasting your TV video ad or showing your marketing brochure on your website. With Internet branding, you’re taking into consideration that viewers have searched around and seen many other products similar to yours. They may have reviewed many more product or service features than they would think about while watching television or casually reading a magazine.
Your customer’s context then is different. The splashy video display generally isn’t there and that's good because few people are interested in seeing it. They’re pressured for time and want to find what they’re looking for. If you understand their quest for knowledge, you can better shape your value proposition and even your sales pitch.
Good Luck; Good Branding,
Tuxedo Branding Blog Administrator