The way that you use the Internet is probably quite similar to most other people. The opportunity to get all the information you need about pretty much anything is now at your fingertips 24/7, no matter where you are or what time of day it is. This simple ability, that is generally taken for granted these days, has revolutionized market branding for businesses of all shapes and sizes. In fact the Internet is now such a powerful tool in commerce of all kinds that there is a whole new industry of specialists and professionals whose job it is to try and stay one step ahead of their competitors.
Good for Business
The rate at which the Internet has grown in recent years is something that you might not often sit down and think about, but it really is quite astonishing. By using mobile devices that are far more powerful than the desktop computers of only a decade ago, you can access data online ‘on the go’. When it comes to making decisions about purchases this has been a real game changer, as not only can you compare prices to make sure you are getting the best deal, you can also see which retailers or service providers are closest to you if you want to make an in-store purchase.
The result of this has seen many advertisers flock to use the Internet more than they do traditional marketing methods that have been long-standing. A good example of this is the way that many print newspapers have gone out of business or moved ‘online only’ due to falling traditional advertising revenue. So the new digital ways of marketing have become some of the best tools that a company has at its disposal.
The move away from older printed mediums for ad campaigns can be seen as something of a no-brainer when you think in terms of sheer numbers. Although traditionally newspapers and magazines would sell advertising based on the idea that four or five people might see each copy that was printed, thereby inflating a physical print run of 100,000 into a ‘readership’ of half a million, when you have an ad online the possible viewing numbers can be literally unlimited. Financial outlay is another factor, with some online campaigns from even the biggest ad providers being seen as much more cost effective that more traditional methods.
Brand awareness has to play a major role in any ad campaign or marketing strategy and although some of the most basic ideas and concepts have been laid down for more than a century, the possibilities that digital delivery platforms can offer mean that creative agencies can really make a product or provider stand out from the crowd. Popular brands can have many different sites but are still all about one brand, which means they can target different age and income demographics without alienating one against the other. Likewise strong branding can go far beyond single sales and help build a customer connection that evolves into a loyalty that means regular returns.
There are plenty of great examples of the way a brand can make a big success of online marketing. Take http://www.tommiecopper.com/ whose website is modern with clean lines and an easy to use interface, whilst also providing clear information about the health benefits of products such as their compression clothing which is perfect for sportsmen and women who want to protect themselves from injury. This kind of approach had proved to be far more effective that many other traditional forms of advertising, including ultra expensive TV advert campaigns.
The way that market branding has adapted to the Internet and used its possibilities to create a whole new way of working is nothing less than a spectacular achievement. Of course, some brands are far better at connecting with you than others, but the fact is that the whole landscape has changed when it comes to how a business or brand can project itself to customers. The question of ‘what next?’ is a difficult one to answer as the internet is evolving so quickly and end users continue to modify their behaviors in ways that sometimes catch designers and marketers off guard. One thing is for sure though, and that is things are only likely to get even more interesting as devices become faster and more powerful and delivery systems continue to increase in speed and capacity.