Online Branding in Today's Economy |
In today's current economy,
it's more important than ever to effectively build
your company's brand online. In economic recessions,
making sure your brand is top of mind is critical.
Connecting to clients through the Internet, as
opposed to more traditional marketing techniques,
can be more effective because of the: |
Variety of approaches available
High level of interactivity
Lower cost per campaign
Immediacy of results
Ability to better track results
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According to a recent report entitled "Online
Branding-The Internet's Impact on Branding" by
the market research, more than
a third of users (36%) undergo shifts in brand
perceptions
as a result of using the Internet. Assuring that
your brand is correctly translated on the Internet
increases your arsenal for targeting your market
and improves the value of your brand-especially
important in these tough times.
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How
does today's business climate affect your branding
strategies? Here are a few points to consider:
Assure that your online brand is strong and clear.
Your goals should be to get noticed and
to increase your relevance. Focus on developing
a usable and functional web presence and creating
email communications that stand out in overcrowded "In" bins.
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Plan your online strategies for the next
three months. In tough times, situations change
quickly and budgets are tight. Make sure that your
message is relevant and that you're getting the
ROI anticipated.
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Provide an interactive experience for
your clients to help build your relationship. In
shaky times, your clients might need some hand
holding, so stay in touch. Consider offering discounts
or specials when possible.
|
Review
the imagery associated with your brand. Edit images
that are inappropriate for today's climate. Be
sensitive to your client's current state of mind
and the current state of their business. Shy away
from controversial imagery. |
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