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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
(3 of 3)
Finally, e-branding focuses
on building equity in cyberspace using a variety of Internet-based
marketing tools. The good news is that low-CPM Internet marketing
tools will work as well as high-CPM vehicles. This is particularly
important when you consider the fact that a strong brand is the
result of repetition.
Remember the goal is to create
brand awareness and then make the necessary investment to build
brand equity. You do not need to sponsor keywords for that. Identifying
the appropriate categories and channels on a search engine and
placing branding banners will do the trick. Also worth considering:
sponsoring newsletters, sponsoring online communities, or email
marketing.
Always favor a communications
program that combines several tools over one that focuses on
using only one marketing vehicle because your audience will typically
encode the information differently if it is delivered in different
formats. Different encoding means that the information will be
easier to retrieve.
3. e-Branding
for today and tomorrow (next)
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