How content management helps to
increase the brand value on websites
A week back when I and Sam were discussing on the content
that has to be pumped for the client’s website we came across several ideas.
During the research we have done for the client in building the website, we
come across several in puts from the audience who took part in the survey.
For a brand new
Market which is trying to penetrate in the adults and children market to feel
that it has to grab the market with full of flashy images and colours on the
website which brands always do to abnegate content for colours, will it
succeed? It’s still a giant question whether content or images. What most of
the digital marketing agencies think is that they can renounce content for
images but from the online marketers perception they feel that you cannot
convey the message with images
and videos and sometimes they were misunderstood. Whereas
the content rich site gives the Full assumptions and vision of the brand and
audience feel that the brand itself is communicating with them which will have
a magnanimous or munificent approach for the brand.
While content always helps in better way of communication
with the readers, to the loyal customers on the web, pictures and videos give
further interactivity. Content on the web is not always a one day job, it is a
mixture of out puts and in puts for months. Content management is same as
driving a car for days with lot of obstacles and you try to overcome those
obstacles with all your expertise and thinking without damaging the car. Think
car as your web site and obstacles as your market, types of obstacles as
different type of audience and crossing the obstacle as putting the right
content on right place.
Is your content targeted for brand building, or lead
generation or is it attention seeker or sales driven?
Content on the website depends on the market a brand is
targeting which reciprocates the brand image they had. Lot of the digital and
content writers feel that you cannot satisfy all your readers with the same
content, yes they do think in a right way, your content always has to be
managed for the loyal customers, high reach and bigger segment. Many of the
digital agencies try to influx the content with key words which were on top of
the rankings, which may or may not stick to the brand and that are completely
degrading the brand. You go to sports shop with big brand name and if you end
up finding irrelevant products, what your feeling is? Same with the content.
Your content has to represent the brand, drive attention and build loyalty.
Digital marketing strengthens the Brand
offline
The reality is…Marketers reported an average improvement of
close to 50% for personalized multichannel campaigns over traditional
campaigns.62% of online campaigns are seeing an increase in return on
investment when combined with offline marketing such as direct mail.
Integrating Traditional & Digital Marketing for Maximum Impact (Nielson
2010).
Clear visual connection between channels helps to drive
prospects to respond online. Integrating Traditional & Digital Marketing
for Maximum Impact.
Amazon is one of the largest ecommerce on mother earth,
which is strategically high in digital marketing technologies and full of
online in few parts of Asia but customers still believe Amazon as an offline
brand which was achieved by digital media. All the new markets and completely
new line of products are using digital platforms to strengthen brands offline.
Most of the marketers have sound knowledge on how to
strengthen the brand; they follow different methods of digital marketing
methods to build the brand online. In day to day life and with the changing
landscapes in digital marketing methodology one can communicate the effect of
brand reputation in online environment to offline. There are few organizations
where they are carrying the effect cross channels without diluting the message
and reach on proper act like Apple and Lush.
Why do want to carry the effect cross channel if you are
ruling the market online. You are a marketer who has presence online, how can
you carry the effect of your brand to direct marketing with high influence of
online presence.
Word of mouth is a common term as digital technology has
mixed with social media platforms for better incumbency. Brand texts and videos
online is spread as viral, in social sites to create an impact and for
recollection, if the video or a text appears to be new or astonishing or filled
with humour or an offer then the WOM is carried to offline channels and the
Brand image of the product gets increased. All the digital marketing platforms
and tools helps the business to get engaged with the customers for long time
and make them loyal to their brands which is highly appreciated part of digital
marketing, but from the direct marketing point of view these brands use digital
as a vehicle or as an adherent to strengthen their markets offline.
