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Building a powerful
e-brand
by Claudie Clot, CEO of advancis.com
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2. Creating a powerful e-brand
(2 of 3)
Other aspects specific to e-branding
include dealing with the issues of trust and privacy.With privacy
and security rating high on the list of concerns of cybershoppers,
companies must clearly indicate, through their e-brands, their
position on these issues. This way, all products and services
offered under the brand name will inherit its reputation. As
new concerns or values emerge in the emarketplace, e-brand managers
must reposition their brand to meet their audiences expectations,
needs or wants.
Plus, brand managers must also
avoid falling victim to spammarketing to prevent damaging their
e-brands. Spammarketing or unknowingly using spam techniques
to deliver a message on the Internet is more wide-spread than
believed. This emphasizes the importance of selecting reliable
sources when executing online marketing strategies. A wrong move
could land your e-brand and site a spot on the dreaded black
list -- the equivalent of a real world boycott of your company's
offering. Consequently, e-brand managers are well versed in Netiquette.
2. Creating a
powerful e-brand (1 |
2 | 3)
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