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Online Branding Strategies
The reality of media and marketplace clutter, as well as the volume of information and velocity with which information is available online, has forced consumers to become increasingly selective in who and what they listen to.
The Internets ability to stimulate purchase activity, pass along endorsement, and target key publics, has created an important and now necessary marketing option for growth-minded businesses.
Organizations are recognizing the need to challenge conventional marketing and communication practices, leveraging the potential of message customization, content optimization, and interactivity of online marketing as a component of its marketing campaigns.
Branding Online: Planning and Consulting
It has become evident within the marketing, advertising, and communications industries that there is a unique skill set that is needed to successfully implement an online integrated marketing strategy.
Highly technically driven internet marketing company's, or more traditional marketing communications companies both fall short of the skills needed to integrate online and offline marketing and communications initiatives.
When planning integrated marketing initiatives it is essential that there is a clear understanding of the broad organizational context for each campaign. Online objectives need to be tied into the overall organizational objectives.
Branding Online Objectives and Strategies
Setting realistic objectives that have direction and involve a two-way exchange of information is needed to impact target markets online. This is an audience that can be seen as active and aware expecting not only a two-way exchange, but also an element of interactivity.
When setting objectives, there should be accuracy, understanding, and agreement, which support corporate objectives. Identify information seekers and provide them with dialogue, whether it is through the micro-site, a blog, or social community, an analysis of key publics should be conducted, and a priority order placed on each one.
Keywords and keyword phrases should be at the root of each message and form the main thrust of communication. Credible and deliverable messages need to be repeated in different mediums (ie. text, video, blogs) or across social networks. These messages should be a physical presentation of corporate identity with a proper choice of languages to in-list the support of key publics.