Many aspects of branding can be transferred across different media. But the unique nature of online marketing dictates that new approaches must be adopted if we are to profit from the online brand.
The online world presents new challenges to the marketer. The rules are different, so if marketers play by the offline rules, it is likely they are going to lose out.
Online branding has its own very distinct differences
Online branding is about democratisation and interaction. Two key characteristics, which however hard brand managers might wish to emulate, they can never do to the same extent in the offline world.
Democratisation and Interaction
So let’s talk about how democratisation and interaction work. As with online PR, the flow of information is not controlled by one party. Opinions, comments and news are almost as much in the control of the intended reader or consumer.
If we focus on blogs for a moment to illustrate the point, an author can offer an independent opinion that can be distributed freely. Readers are free to confirm or challenge the assertions in the blog in the comments section or perhaps on their own blogs, websites, newspapers or magazines. They can promote the views of the author by linking their sites to the blogs generating a flow of traffic to the source.
Powerful tools: but how does it affect a brand?
Let’s use a recent example from Dell, the very model of a successful and respected brand.
Dell, the computer manufacturers, had earned a fantastic reputation for their products and customer service. In 2005, however, all those years of carefully building a brand image took a set back. It was not a rival. It was not a loose word in the Ratner style. It was a blogger: just one individual named Jeff Jarvis.
Jarvis had bought a Dell laptop, which had technical problems. Dell’s customer support did not rectify the issue to the satisfaction of Jarvis. Through his blog – Buzzmachine – he detailed his complaints. Those entries were met with hundreds of responses and comments. The result, as analysed by three market research companies found the whole affair had a detrimental effect on Dell: “it had sustained long-term damage to its brand image.”
Now, this one instance of negative feedback did not exactly bring down the company. It was buffeted, perhaps, but I believe it recovered fairly quickly. However, if a series of bloggers had attacked Dell then the cumulative effect could have been very serious indeed.
It can work the other way as well. One only has to think of the example of Snakes on a Plane. A film that generated more coverage online than it could have afforded if it had advertised has challenged the way Hollywood promote its films.
The spread of ideas and comment about the film and the amount of engagement with the public was far more powerful than an advertising campaign, dollar for dollar. The phenomenal online coverage the film received made headlines on the broadcast media itself!
This leads to the conclusion that the sales force of the online brand is the customer. You could call it word of mouth. And just like a Roman emperor they have the power to put their thumbs up (Google, You Tube, Facebook) or down.
The online brand is essentially in the hands of the people. Try to manipulate it as L’Oreal did with their blog – a “genuine” customer talking about their wonderful products – and you will be found out. In the L’Oreal case it took readers just a few hours to confirm their initial suspicions and for the campaign to be pulled.
So what does it take to make an online brand work?
Online brands have certain characteristics that help steer them towards success:
• Firstly, they have a loose vision. There is no five year plan. Strategic direction will be adapted to meet opportunity and circumstance as dictated by change and the direction the company wishes to take the business.
• Secondly, online brands do not have huge market research and analysis behind them as common sense marketing dictates. They very much go on instinct and vision.
• Thirdly, online brands use their customers as their sales force. These are the best and most proactive of salesmen. Just think how Hotmail or Google spread across the web. Was it a brilliant ad campaign? No, it was word of mouth and new users urging their friends to join up. I, like most people found out about Google by recommendation. And do not forget the role of online social networking in providing new marketing channels: MSN, forums and blogs.
• Fourthly, they utilise below the line (direct marketing) channels to spread the word.
• And lastly, they possess an engaging strong image. One that is backed up by offering a service that is not only appealing, but is also delivered efficiently.
Where we go from here?
The digital world is still a mystery to many marketers. Yes, we all have websites. Yes, we have e-mail campaigns to our credit. And yes, we have a great design agency that delivers an image that gains plaudits from senior staff and clients alike. But this confidence might ultimately be self-delusional.
When we marvel at the power of online brands and wish to emulate, in our own small way their success, we must understand the dynamics at work. It requires time, thought and application.
The strength of the online brand is rooted in the strength of its interaction with its clients. Can we let go and work in partnership with clients? If we have the conviction and confidence and are open to change and learning we can share the power that an online brand can give.
Vince Holt is managing director of 11 Out Of 10, an Internet agency based in the North West.
www.11outof10.com
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