The Difference Between Building a Powerful Online Brand or...

The Difference Between Building a Powerful Online Brand or Building a Powerful Brand Online Building a powerful online brand is different from building a powerful brand online. The Internet is seen as a new marketing model, especially for direct marketing. Although it offers exciting potential for marketing communications (MarCom), it can rarely stand alone as a brand-building tool just as direct marketing cannot. Companies should utilize the Internet as a marketing mechanism, not the marketing mechanism, and strategically fit it into the overall MarCom mix. Many marketers are separating the Internet from the MarCom mix, forming independent e-marketing or†¦show more content†¦Web ads must be carefully balanced to entice consumers and not annoy them. At the companys site is where greater creativity showcasing Web designers skills can be released without consumer resentment. With a lot to view in a small space on Web ads, MarCom specialists need to take the appeal of print mediums, combine them with the pizzazz of television ads, add a splash of Web designer creat ivity pitched at a particular consumer segment and create an impacting and quality Web ad. That is made easier with emerging technologies that allow for animation, higher quality sound, and quick uploading times. In the digital world, consumers control ad exposure because Web ads are easily resentful. Marketers have a challenge in getting consumers to click on their ads; only 21 percent of Internet users polled said they never clicked on Internet ads, an another 51% said they clicked only rarely. Using Web ads with the infrastructure of the Internet today as a branding tool cannot be achieved by Web ubiquity either. Amazon.com and Priceline.com seem to be everywhere on the Interned and still they both heavily rely on other mediums to achieve a strong online brand. In fact, they are probably among the most recognizable online brands to date. Most branding efforts are conducted offline because theyre proven more effective. Dell is one of the largest ad spenders in tech trade magazines and runs a $100 million-plus branding campaign almost entirely on TV. Dell hopesShow MoreRelatedEssay about The Importance of Branding in Marketing3285 Words   |  14 PagesLiterature Review Since an increasing number of people focus on brand names instead of product, brands become important elements for customers to choose products (Carroll, 2008). When customers trust the brand, the benefits for the manufactures are generated. In the first place, brands can be used by products as the tool to identify and differentiate themselves from various products. Secondly, brands are helpful for companies to build a competitive advantage (Bick, 2009). 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