Thursday, 30 August 2012

How content management helps to increase the brand value on websites

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.

Why brands rely more on online advertising to offline world.

It entirely depends on the Brand to make audience shock, humour, and inject fear or Impart knowledge. It depends on the Advertisers to conceptualize adverts that have the capability to generate awareness.
 Intention of an advert is to create awareness, think about the product and get involved with the brand rapidly or slowly. Advertising increase the impact and reach. Adverts were seen on televisions, listened  on radios and watched on newspapers during early 80’s but when internet erupted as a serious medium people started to endorse and advertise their brands on web. In the early 2007 advertising online had drastically changed due to considerably increase in the time spent online. As people started to spend their time more on web, Brands were forced to a make serious appearance online.
How it works?
When an advert appears online many of us feel that it clutters and skip adverts, due to this factor many marketers feel that online advertising is completely brutal. Let’s think for a while, in a highly sophisticated world where interactive televisions are one-upmanship with traditional and other forms, People skip, and change or stream the channel if an advert pops up in the middle of a match or a movie. Which results in the dilution of message? Whereas in Online the effect is completely different because time spent online is more than that of television (nelson survey).
One of the major comparisons between online and offline advertising is the degree to which the company versus the consumer has control over advertising exposure. Whether to buy the particular brand product or to avoid the product is generally depends upon consumers’ attitude towards that brand advertising. People see advertising as a medium, which influences their purchasing conclusions. For any particular brand to build its reputation it needs to be supported with advertising. “People in general look at the adverts for ad perceptions, ad ‘credibility’, attitude towards the advertiser, attitude towards advertising in general and mood. If the ads are creative and provide  more entertainment then there will be create an unintentional impression in public mind, which will be remembered for a long period time. Advertising is viewable only with the entertainment and information in the ad.
Online advertising provides an opportunity for brands to target with adverts in different forms with different approaches on multiple touch points, which creates a sense of remembrance. Most of the marketers perceive that their brand has got complete presence on the web and it is easy to drive the attention of the consumers with a one click advert or eye catching banner ads; which subsequently relates to the website where they can track the customers and target the new ones with the desirable content but not to forget that Advert Placement is important.
As the traditional costs to run an ad campaign on television or newspaper has become financial sky scrapers and the impact is single day or for that moment. Brands got new life line in the form of online Advertising.

Integrating digital marketing methods to raise the brand value

When I am passing through a lane in Canary wharf I came across few agencies of course they are shut coz it was half 11 in the night, ‘’don’t ask me what you are doing there?’’ Coming back to the agencies in Canary wharf many of them are of the same size and obviously they have expertise in individual methods of digital marketing like SEO, SOCIALAPS, CUSTOMER ENGAGEMENT, WEBSITE AND ONLINE BUSINESS TARGETS e.t.c. As a digital marketing executive I am baffled initially and astonished to know about the fact why they were there, the same scenario continues in South and North hope others might not be exempted.
Why it is Backfiring for brands:
The average adult spends 4-6 hours of his time online (Nielsen). Brands want to get close to the customers with the help of easy interphases for maximized reach of its message. In a case if brand has all its target segments on social networking sites, then it gets ready with a FB page from a social application designer in a social agency which has expertise in designing social pages that will be followed by engagement from elsewhere, reconstructing the website with the help of few Designers, SEO from a Search engine expert and online endorsements from Advertising agency by this time brand risk the danger of losing group of its segment. As change do happen online rapidly many Brand managers reckons the fact that all the actions corresponding to the brand online have to be interlinked and done simultaneously.

It is the time for a business and brands to understand that digital marketing is not an individual medium. It is a composition of several methods for complete online solutions and for better customer reach and high return of investments. These solutions cannot be achieved by the use of single or double employments if they do so they are just short term.