Info

Exhibit 15-5

image

Sean John uses the Web to establish an

Exhibit 15-6 Sharp uses the Web to enhance its image

Exhibit 15-5

image

Sean John uses the Web to establish an

Exhibit 15-6 Sharp uses the Web to enhance its image

many companies—dot-coms as well as traditional—have spent millions of dollars trying to brand by advertising on the Internet, with only lukewarm success. One reason behind this problem, Benezra notes, is the lack of a clear understanding of the role the Web should assume in the branding process. New or less well known brands may have to assume different strategies than those used by more established brands such as Volvo, BMW, or The Gap. Another reason is that many marketers mistakenly believe that simply creating awareness or attention will lead to a strong brand. Finally, notes Benezra, it takes a long time to establish a brand relationship with a customer, and the Internet hasn't been around long enough to prove its branding capabilities.8

Branding and Direct Response May Be Counterobjectives Noting the similarities between the Internet and other direct-response media like catalogs or interactive TV, some marketers feel that the Internet is best suited to be a direct-response medium. They contend that direct marketing requires a very targeted effort, searching for high-probability buyers. Branding, on the other hand, is much less targeted and reaches out to numerous audiences. According to Erwin Ephron of Advertising Age, the Internet is somewhere in between, and trying to achieve both objectives at the same time has led to unsuccessful branding efforts.9

The Costs Are Too High Successful branding does not take place overnight. Unfortunately, many marketers aren't willing, or feel that they can't afford, to wait. Such marketers may view the Internet as a "quick fix" that will allow them to instantly establish their brands. When they discover that the Internet is not able to provide instant identity, they may quickly return to their focus on ROI or the bottom line. Cutting advertising and brand identity efforts on the Internet will immediately reflect cost savings and a return to business as normal.10

The above are just a few of many reasons that can be offered as to why branding on the Internet has been less successful than many hoped. We believe that the Internet— as part of an integrated marketing communications program—can be used for branding purposes, as well as for other objectives. IMC Perspective 15-1 provides just a few examples of companies that have used this medium effectively, by integrating media.

Stimulate Trial Many marketers have found the Internet to be an effective medium for stimulating trial of their products or services. Some websites offer electronic coupons in an attempt to stimulate trial of their products. Others offer samples, promotions, and sweepstakes designed to encourage trial.

Exhibit 15-7 eBay is a very popular Internet site

Exhibit 15-7 eBay is a very popular Internet site

Was this article helpful?

0 0
Salehoo Secrets and Tips

Salehoo Secrets and Tips

As with any web site, SaleHoo has a number of features that will help you in buying products from around the world. Once you have an account on SaleHoo, which only costs a one-time fee, you can establish up to twenty named searches for products. After that, any time those items become available, you’ll be alerted.

Get My Free Ebook


Post a comment