This essay discusses the impact of cybercentric branding. What is learned in online branding may not eventually set completely new rules for marketers; but it will offer lessons wise marketers will observe.
What is learned in online branding may not eventually set completely new rules for marketers; but it will offer lessons wise marketers will observe. Marketers learn about building targeting models from observed behavior rather than pre-campaign demographic or psychographic data must be factored into offline campaign planning, as well.
The impact of the Internet on brand strategies is massive. It has changed the competitive playing field and created a land rush to establish brands in online channels. Never before in the history of business have so many companies launched so rapidly or competed so hard to achieve brand consciousness in the first three years of mainstream e-commerce. This has forced well-known companies to struggle with either dragging their existing brand assets online or abandoning their million-dollar assets to build a new brand through a harmonizing online prospect. This choice is only the beginning. To become significant to online buyers and take full advantage of new media, marketers must rethink their brand investments. They must cleverly balance their brand strategies between the physical and online worlds. They must cleverly merge traditional media with online approaches to provide customers with a rich, interactive familiarity.
The much-publicised battles between Barnes & Noble and Amazon.com are more than amusing to executives who are not in the bookselling business because they demonstrate the importance of continuously adapting online branding strategies to gain or regain in an aggressive edge.
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