Defining Internet Branding
Internet Branding has a double meaning. As with Traditional Marketing, Branding on the Internet is the outcome of your online marketing efforts. However, Internet Branding within the context of a web site has another meaning, it is the key to success or the different ways (levers) available to you that can be directed (pulled) to engage & convert interest from Internet Users (i.e. InterACTION).
Internet Branding is another way of describing the critical parameters required for success by engaging the Internet User and converting their interest into ACTION. This concept is best illustrated by comparing Traditional and Internet Marketing models as shown below. |
Traditional Marketing Model - 4 Components
Communication Vehicle: One-Way Broadcast Media with a focused message.
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Internet Marketing Model - 5 Components
Communication Vehicle: Internet, Two-Way Communication with individualized messages
encouraging conversation, exchange, and debate with users.
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