Environment matters

Now's the time to build your brand online

According to a recent Forrester survey, people now spend more time online than they do watching television. But marketers have yet to fully translate time spent online into time spent with their brands. This fundamental disconnect between brand and consumer leaves the web’s full potential as a branding tool unmet, and an incredible opportunity on the table.

Environment matters

What’s wrong with online marketing?

Brands haven’t ignored their customers’ migration to the web. Budgets have shifted to online to drive search results, target groups of consumers, and engage people on social media sites. While these efforts aren’t wasted, they don’t make the most of all the web has to offer. It’s like trying to run a traditional campaign using only coupons or direct mail – they’re perfectly good for specific objectives, but not nearly enough to build a brand on.

Not only are the current tools ineffective, but this race to the bottom of the purchase funnel can also put brands at risk. For example:

  • Group buying may discount to existing customers.
  • Ill-targeted display ads may pair you with inappropriate content.
  • Search results may fail to differentiate you from your competition.
  • Social platforms may put you on friend lists, but fail to include you in their conversations – where the real relationships are formed.

Move to the top of the funnel

As the Forrester survey indicates, the audience is already online. To capitalize, marketers need to complete the connection that’s missing, as media and technology companies make things safer, more useful and more beautiful. Brands must consider the following:

  • Content engages users. 53% of the time people spend online is with content. Searches are fast, clicks momentary. But the quality time is spent with content. The better the content, the better the user experience.
  • Content fuels social platforms and influencer behavior. 66% of social networking revolves around sharing content. On top of this, 74% of people say their purchase decisions are influenced by the opinions of others – opinions often voiced by sharing content. Social is only the platform; sharing is what consumers do with it.
  • Context makes all the difference. The right digital environment sets the stage for meaningful interaction by fostering trust and delivering relevant, attractive advertising within quality content. The connection is crucial for enhancing brand awareness and consideration, and ultimately, creating the best possible relationship with users.

To build your brand online, you need to take the same care with it you do offline. Take full advantage of the medium, and the opportunity. Your audience is here. And the time is now.

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