Online Branding
Online branding refers to using websites and affiliate networks to display links, banners, audio/video commercials etc. of the advertising website and thereby introducing the product/service and the website to the target customer segment.
Why is it useful for your company?
- Highly significant when a new product is launched as the target customer may not be actively searching for the product
- Distinct from offline brand creation as the customer effort required to reach the product is minimal
- Numerous online intermediaries control online volume and customer eyeballs. Examples: news, blogs, forums, price comparison websites
- Optimized affiliates could be the single most profitable channel for bringing customers
- Returns of over 200% are common
How do we do it?
- Prepare potential customer segments
- Define unique and appropriate product list for each segment
- Identify advertising channels for each segment
- Decide the marketing budget
- Allocate the marketing budget to each customer channel
- Finalize advertising material
- Measure performance across campaigns
- Manage the affiliate network partners
- Provide actionable reporting