Branding in the online environment

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Branding in the online environment

• Rick Jones
• Head of Channel Marketing
• Camelot Group PLC

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Introduction

• A well-formed brand strategy in traditional
  delivery channels includes brand name awareness,
  perceived quality, positive brand associations,
  and brand loyalty
• Traditional media such as TV is, on the whole,
  passive
• Interactive media delivery adds a new level of
  complexity. Youre in the room with the consumer
• However, it is not necessary to throw out years
  of traditional branding experience and methods

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How does online or offline branding differ?

• A successful brand, online or offline, represents
  an entire customer experience
• Consumer touch points in a brick-and-mortar
  environment include how the customer is welcomed
  into the store and how products are packaged and
  presented
• In the online environment, branding is more
  fragmented and difficult to manage e.g. official
  web sites, unofficial sites, search listings,
  Blogs, online editorials, products reviews, fraud
  and security issues
• However, the opportunities are enormous

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The internet enables you to build relationships

• The internet is enabling brand owners to start
  to truly engage with their consumers
• As broadband take-up and bandwidths grow, so too
  does the variety of ways to express positive
  brand values
• As in the offline environment, user experience
  should be at the heart of every offering
• In the digital world, its consumers who call the
  shots

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Consumers in the new digital world are demanding

• They know what they want and are often task
  driven
• Price comparison sites like Kelkoo and
  PriceRunner are creating a new form of
  commoditisation
• Switching is easy
• Most content on the web can be obtained for free
• Increasingly, consumers simply wont tolerate
  interruption marketing
• Don't underestimate the importance of usability

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Start by thinking about what your customers want

• What are your customers doing online today, and
  where?
• What do they expect from you? Entertainment?
  Information? Online services?
• Is there something relevant and useful you dont
  already offer but should be?
• How could you use this as an opportunity to build
  relationships with consumers?
• Will I need to challenge my brand values?

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What are the foundations of an online branding
strategy?

• Its not all about rich media ads and flashy
  brochure sites
• Building firm foundations is key
• Content and marketing partnerships
• Identify and manage important touch points
• Online PR, newsgroups, chat blogs
• Sponsorship
• Free content and information services?
• IPTV
• New forms of commerce?

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Examples innovative content

• BMW films

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Examples Partnerships

• The National Lottery and MSN

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Examples New services

• MyCokeMusic.com

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Examples Sponsorship

• Cycling.tv

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Summary

• Think about what your customers are doing now
• Think about what they expect from
• Focus on experience and build the firm
  foundations for an online branding strategy
• Dont be afraid of experimenting with the new
  opportunities before your competitors do!