Building Brands Online Debate
There has been much debate recently based on the fact online will soon overtake TV as the major recipient of marketing spends.
John Hegarty from Bartle Bogle Hegarty recently questioned whether the internet has ever built a brand from scratch without the assistance of offline advertising. I gave this some thought and realised although there are some big internet success stories they were still reliant on offline advertising. Asseenonscreen.com (ASOS) relied heavily on glossy mags to promote their alternative to high priced designer labels and the celelbrity must haves. An internet success story is Figleaves.com, however they have not created their brand solely on the internet. They needed offline press, partnerships with big brands such as wonderbra and debenhams to move their brand on and create brand value. They are not the only ones companies like Amazon and Dell rely heavily on traditional offline advertising techniques to build up their brands.
The fact is people engage with different advertising mediums everyday; bit of TV, browse through a newspapaer, listening to the radio, then perhaps emails and internet surfing in the day and night. Consumers of course will take more notice of brands if they are engaging with them in different ways.
The search engines remain to take the biggest slice of the pie when it comes to marketing budgets, and of course with ever growing demand prices will go up. Brands should be taking more advantage of Video, partnering with fun sites and looking at how and where to engage users.
Marketeers are putting more emphasis on SEO and how organic traffic really can boost a business! I have to disagree, the web is full of irrelevant and useless sites, whose existence is driven from making money from CPC & CPA relationships (adsense & affiliate drives). SEO is no longer a way to ensure success of your business, you need to go to where the consumers are and thats paid search, community and online content sites.
John Hegarty from Bartle Bogle Hegarty recently questioned whether the internet has ever built a brand from scratch without the assistance of offline advertising. I gave this some thought and realised although there are some big internet success stories they were still reliant on offline advertising. Asseenonscreen.com (ASOS) relied heavily on glossy mags to promote their alternative to high priced designer labels and the celelbrity must haves. An internet success story is Figleaves.com, however they have not created their brand solely on the internet. They needed offline press, partnerships with big brands such as wonderbra and debenhams to move their brand on and create brand value. They are not the only ones companies like Amazon and Dell rely heavily on traditional offline advertising techniques to build up their brands.
The fact is people engage with different advertising mediums everyday; bit of TV, browse through a newspapaer, listening to the radio, then perhaps emails and internet surfing in the day and night. Consumers of course will take more notice of brands if they are engaging with them in different ways.
The search engines remain to take the biggest slice of the pie when it comes to marketing budgets, and of course with ever growing demand prices will go up. Brands should be taking more advantage of Video, partnering with fun sites and looking at how and where to engage users.
Marketeers are putting more emphasis on SEO and how organic traffic really can boost a business! I have to disagree, the web is full of irrelevant and useless sites, whose existence is driven from making money from CPC & CPA relationships (adsense & affiliate drives). SEO is no longer a way to ensure success of your business, you need to go to where the consumers are and thats paid search, community and online content sites.
