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Creating the best strategy for your business’s internet advertising and internet presence requires clever stage by stage development.
The internet shopper has become well educated over the last couple of years, and your strategy can include interactive elements which can add quality to your potential customer’s experience.
Developing a strategy earlier rather than later will put your company in the forefront as certain elements of internet advertising are changing, and your company can be part of this without investing huge amounts of money.
The strategies developed by CWA are implemented gradually in order to track their success.
An ideal strategy will include:
Most of us understand what branding is purely by thinking of Coca Cola.
Traditionally branding has been more commonly associated with tangible consumer goods such as drink, food, cars, clothes and electrical items.
As branding has evolved, it now encompasses more subtle service/idea driven industries and branding messages have often required more intelligence, although there is much to be said for simplicity.
Nowadays branding needs to be internet friendly also, as it is no longer enough to create cult TV/radio/newspaper advertising campaigns and sit back and relax.
In fact a new brand is more likely to be encountered on the web, and therefore needs to be strong, with a developed brand personality suited to the net and target market.
The added challenge of internet branding is the issue of trust.
A study from the Carleton University of Ottawa states that it takes just 50 milliseconds to decide whether we like a website or not.
In this period of time we rate websites on their aesthetic appeal and take in large amounts of design information. Amazingly the judgements formed during this short time period, were found to match a more relaxed viewing.
The researchers call this the “halo effect” – which refers to the positive initial design impression which then leads viewers to see the content more favourably.
If your company is already established naturally you will have a domain name with your company name included. It can be a good idea to purchase some others which pertain to your products or services also.
However if you are in the planning stages of a new business, you have a wonderful opportunity to shortcut some of the expense of traditional branding by sourcing the best domain name and trade marking it. This may take time and effort but in the long term is a great investment for your business.
Your domain name should be easy to remember, and easy to spell. It should never be similar to any other company brand, which can easily be checked on the internet.
Ideally it should be relevant to the products or services you wish to market.
The reason for this is the ongoing savings you can make when you choose to invest in Pay Per Click Marketing and Search Engine Optimisation.It also needs to communicate your desired company brand or personality.
When you have chosen the name which describes your products and company personality in one – a big challenge … and have checked that you can also trademark it, you have taken possibly the most important step to making money through the internet.
Our experience of Pay Per Click advertising and branding, shows that relatively young companies with catchy names can enjoy quick success on the internet.
To take the example of a sports travel company – Gullivers Travel – in a competitive industry, they have a very large enquiry level coming from their Google branding campaign.
Within their overall campaign CWA have included a branding sub-campaign, which has clicks that cost far less than other keywords, and has an especially good conversion rate.
Naturally they have other factors which contribute to their success, such as an excellent reputation, great sports packages and service.
Imagine how much money a company can save with a good domain name and a specific internet branding ad campaign!
There are many instances where it can be vital to consider re-branding with the internet in mind. Old fashioned company names often don’t translate well onto the net.
The trick here is to maintain continuity between online and offline branding.
If you wish to learn more about internet branding or re-branding avail of a FREE REVIEW 0207 099 6158 or ONLINE
A Free Review is offered with no obligation, to assess your current online campaign if you have one and to develop a strategy if you are looking to market your business online.
FREE REVIEW 0207 099 6158 or ONLINE
