As David Aacker says, the companies must achieve the goal by making the customer smell with the eye, taste with the eye, and feel with the eye. In this Web based era we have limited choices to try the product physically or interact with the services face to face. Everything is about the brand because there are some companies as Ebay that are pure virtual player, so the only interaction with them is on the net.
Differences between Real and Virtual branding
Real Branding(Traditional Branding) Virtual Branding(Online branding)
Differences between Real and Virtual branding
Real Branding(Traditional Branding) Virtual Branding(Online branding)
1. Mass marketing Individualized Marketing
2.Branding Communication
3.Push Media Pull Media
4. Segmentation Community
5.One to many One to One, Many to Many
These are the five main differences, as we can see the Internet provides the opportunity to personalize the information, in the base of the marketing we can see that each customer is different, and the internet gives the opportunity to provide different services for the different consumers according to the use.
The Internet is a pull media, so even the publicity in the net is going to be very important the contents and the design of the home page are going to be as important as the publicity. Maybe the publicity is going to provide us the first visit to our web page but it cannot make the consumer feel that they are purchasing a quality product, maybe they will not comeback.
In online branding the customer value the brand in three different ways like customer satisfaction, security, dependability. For Ebay may be the most difficult benefit to fulfill here is the security. The security is one of the biggest problems for not purchasing in auction pages. The customer must feel himself secure of purchasing in the net and also it must make the customer feel comfortable while purchasing.
The other difference is that the traditional branding uses to focus more into create expectations, by advertising or sponsoring. But on line branding are taking much more care in the experience, the reason is because Internet is a pull media, and also it’s too easy for the customer to pass from the expectation to the experience.
So what should a good brand do in the Internet? In order to achieve this goal, the brand should concentrate it’s branding on experience. A brand that attempts to be a leader in the Internet should try to fix the 4Cs model. (choice, change, complexity and community). The principal differences in the Internet are the complexity and the community. If our web is too complex it will give a bad brand image. It is vital for a good web page to try to create a community, this will give to the brand the feedback to reformulate the brand, and from my point of view it’s the best way to create a brand loyalty.
2.Branding Communication
3.Push Media Pull Media
4. Segmentation Community
5.One to many One to One, Many to Many
These are the five main differences, as we can see the Internet provides the opportunity to personalize the information, in the base of the marketing we can see that each customer is different, and the internet gives the opportunity to provide different services for the different consumers according to the use.
The Internet is a pull media, so even the publicity in the net is going to be very important the contents and the design of the home page are going to be as important as the publicity. Maybe the publicity is going to provide us the first visit to our web page but it cannot make the consumer feel that they are purchasing a quality product, maybe they will not comeback.
In online branding the customer value the brand in three different ways like customer satisfaction, security, dependability. For Ebay may be the most difficult benefit to fulfill here is the security. The security is one of the biggest problems for not purchasing in auction pages. The customer must feel himself secure of purchasing in the net and also it must make the customer feel comfortable while purchasing.
The other difference is that the traditional branding uses to focus more into create expectations, by advertising or sponsoring. But on line branding are taking much more care in the experience, the reason is because Internet is a pull media, and also it’s too easy for the customer to pass from the expectation to the experience.
So what should a good brand do in the Internet? In order to achieve this goal, the brand should concentrate it’s branding on experience. A brand that attempts to be a leader in the Internet should try to fix the 4Cs model. (choice, change, complexity and community). The principal differences in the Internet are the complexity and the community. If our web is too complex it will give a bad brand image. It is vital for a good web page to try to create a community, this will give to the brand the feedback to reformulate the brand, and from my point of view it’s the best way to create a brand loyalty.
Santideep Sahoo
ICFAI Business School
Hyderabad
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1 comment:
As per my knowledge, now eBAY become a click & mortar company. As growing trend of internet, demand of online promotion of brand is also increasing but as per security is concern almost all web portals are investing huge money on it because its a only loop hole or pitfall of e-marketing/selling buying online...
as you have mentioned that online marketing is pull media, but i believe that before pulling customers toward your web portal, you will have do a good home work for that & you will have to promote the brand in traditional manner with considering online promotion...
if possible plz quote some example of e-branding in the article which makes your post more rejuvenating....
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