In this era of Internet technology taking place
in every walk of life, may be its online banking,
reserving tickets, purchasing finest teas directly
from Darjeeling, sending flowers to your loved ones
sitting at another corner of the world or just a
way to checking out all the new products launched
in the market. This is all taking place on the internet
with the growing interactivity of websites and their
positioning to invite and induce users.
The Internet still can't achieve the national reach
or emotional appeal of a television commercial.
But its unique characteristics give it some key
advantages:
Relevance - The Web can be
a highly efficient way of reaching people who are
part of a community of interest. Sure, an ad on
"Friends" might reach millions of people
at once; but an ad on a Automobile site is more
efficient in reaching people in the market for a
vehicle. Using the Web to target consumers in the
lower part of the purchase funnel (those already
considering a purchase) is a smart way to use the
online component of a marketing plan.
Interactivity - Because of
its interactive nature, the Internet can serve as
the hub of a brand's communications. Integrating
a cross-media campaign through targeted online promotions
is an effective, and increasingly popular, tactic.
Take Miller Lite's sponsorship of ESPN's online
NFL section. Users register for games and promotions,
including a neat weekly contest where fans pick
NFL football game winners. The brand utilizes the
unique interactive aspect of the Web to build top-of-mind
awareness among hard-core football fans (who drink
a lot of beer).
By understanding the scope for E - Branding and
the direct results it can produce, businesses can
benefit allot.
Contact
us for the details on E - Branding strategies
that can help your business grow.
