Internet Marketing & e-Commerce Ward Hanson Kirthi Kalyanam Requests for permission to copy any part of the material should be addressed to: PERMISSIONS DEPARTMENT THOMSON BUSINESS and ECONOMICS 5109 Natorp Boulevard Mason, OH 45040 Phone: (800) 423-0563
Part Two: Chapter Six Online Branding “There must be – and is – life beyond the 30-second spot(現場、廣告插播). We must accept the fact that there is no mass media anymore, and leverage more targeted approaches.” Jim Stengel, Chief Marketing Officer, Procter & Gamble
Shifting Landscape of Branding Threats to traditional advertising include shrinking audiences, rising costs and competing technologies
Shifting Landscape of Branding Threats to traditional advertising include shrinking audiences, rising costs and competing technologies Tivo ad blocking and the Do Not Call registry restrict marketers reach
Shifting Landscape of Branding Threats to traditional advertising include shrinking audiences, rising costs and competing technologies Tivo ad blocking and the Do Not Call registry restrict marketers reach Fears of the chaos scenario: a drop in mass media effectiveness with no equally effective marketing alternative
☆☆ Building Brands Online Web spending, especially for keyword search, is expanding Content and development central to online branding efforts Improved multi-media technology increases web ad effectiveness
Building Brands Online Aggregate U. S Building Brands Online Aggregate U.S. Advertising and Online Advertising
Advertising market in 2014 http://www.iab.net/research/industry_data_and_landscape/adrevenuereport (see page 12, 13, 20) Note: as of 3/7/2016, 2015 full data is not yet available
Evaluating Online Effectiveness Four stages of establishing customer-based brand equity
Evaluating Online Effectiveness Four stages of establishing customer-based brand equity Establishing the right identity
Evaluating Online Effectiveness Four stages of establishing customer-based brand equity Establishing the right identity Creating appropriate brand meaning
Evaluating Online Effectiveness Four stages of establishing customer-based brand equity Establishing the right identity Creating appropriate brand meaning Eliciting the right brand responses
* Evaluating Online Effectiveness Four stages of establishing customer-based brand equity Establishing the right identity Creating appropriate brand meaning Eliciting the right brand responses Forging appropriate customer brand relationships
Evaluating Online Effectiveness 類同點與 類異點 Source: Kevin Lane Keller
Branding by Domain Name Reinforce branding Build traffic Anticipate consumer behavior and mistakes Memorability matters Simplicity counts
Branding by Domain Name Alternate names should help drive traffic to main site SOURCE: Bloomberg News/Landov
The Challenge of Multiple Brands Multi-brand companies must determine whether each brand stands alone or is linked by the common firm
The Challenge of Multiple Brands Multi-brand companies must determine whether each brand stands alone or is linked by the common firm A branded house treats all products as an integrated brand
The Challenge of Multiple Brands Multi-brand companies must determine whether each brand stands alone or is linked by the common firm A branded house treats all products as an integrated brand A house of brands emphasizes product-specific marketing with few ties to other company brands
The Challenge of Multiple Brands BRANDED HOUSE HOUSE OF BRANDS Branding Advantages Efficient use of resources Lower cost of product introductions, brand extensions Focus on key users Avoids confusion Dominance in product category Reduces or minimizes channel conflict Online Advantages Traffic steered to single page Authority status of site through shared in-bound links Easier user tracking Focused content Simplified imagery Better measurement of brand-specific campaigns Online Challenges Complicates content choice Potential navigation problems Difficult to measure advertising effectiveness per individual brand Hinders cross-selling opportunities “Content fatigue” reduces likelihood of frequent customer visits URL Choices Homepage as umbrella Virgin.com/books Virgin.com/travel Separate URLs per brand www.tide.com www.pantene.com
Enhancing Brand Meaning Online images and content reinforce brand personality and imagery
Enhancing Brand Meaning Online images and content reinforce brand personality and imagery Digital content transforms a brand into an authority
Enhancing Brand Meaning Online images and content reinforce brand personality and imagery Digital content transforms a brand into an authority The Stain Detective at Tide.com Daily pollen counts at Allegra.com
☆ Enhancing Brand Meaning Online images and content reinforce brand personality and imagery Digital content transforms a brand into an authority The Stain Detective at Tide.com Daily pollen counts at Allegra.com
☆ Enhancing Brand Responses Pairing traditional media campaigns with Web advertising helps drive customer response to a brand Billboards, television have wide reach but limited information Internet lacks wide reach but provides deep content, elaboration, reinforcement A “handoff” strategy recognizes strengths and weaknesses of each media type Online responses offer a swift, and lasting, response to brand crises
Enhancing Brand Responses In Apple Computer’s “Switch” campaign, TV ads and billboards steer users to the Web
Forging Brand Relationships Online content can deepen consumer attachment to a specific brand
Forging Brand Relationships Online content can deepen consumer attachment to a specific brand Legacy drives brand connections and can be highlighted through online and multi-media content
Forging Brand Relationships Online content can deepen consumer attachment to a specific brand Legacy drives brand connections and can be highlighted through online and multi-media content Brand communities place special emphasis on a brand or product and are powerful purchasers
Forging Brand Relationships Brands as socially negotiated constructs