Brand Marketing On The Social Web

Brand visibility and exposure is important for any business to succeed

. That's the reason why most companies put great emphasis in establishing their brands both online and offline. But while successful organisations have found great success in their marketing endeavors offline through planning, creativity, and implementation, these same skills may not have the same impact on the internet.

This is because most internet users today value experience and communication. They will still appreciate an appealing advertisement but it wouldn't necessarily make them "engaged". Fortunately, there is a solution. Well-known social media sites like Facebook, Twitter, and YouTube can be described as "digital agencies" for your brand.

Taking Advantage of Social Media

Social media websites serves as an effective connection between organisations and their market. Its effects cannot be underestimated. Right now though, its impact is not fully recognised. Many internet marketers are certainly excited about it but so far, a lot of brick-and-mortar businesses have yet to jump onto the bandwagon. Perhaps this may be due to the lack of standarised method of calculating social media impact on brand performance.

Whatever the circumstances may be, it is only a point in time before companies alter their ways in managing their brands. People on the social web are active 24/7. Brands, especially the popular ones, would need to be monitored everyday to protect the image of the company. It is also important to take note that Web 2.0 users are media-savvy and brand-aware. To capture the interest of this audience and generate buzz throughout the web for free, marketers need to have good communication skills and use it well.

Online Not is Not King...Yet

While the emergence of new concepts and technologies has been impressive on the World Wide Web, companies should not forget that offline advertising still works for a large audience. Actually, studies divulge that advertising in traditional media channels can considerably increase online traffic. The best solution is to put together the strengths of these two strategies.

Metrics can also be analysed better through convergence. The thorough metrics that website offers enable brands to study the behaviour that propelled visitors to visit. In the end, social media websites should not be seen as a threat by companies that have long been successful in offline marketing and advertising. Rather, it is an opportunity to be embraced. Through an effective online marketing strategy, the value proposition of a company can be enhanced, at very competitive prices.

by: Pilar Torres Wahlberg

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