"Affinity towards a brand is a byproduct of the message you create," says Chris George, Founder and CEO, EBS Worldwide, an international marketing & technology services firm.
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| Chris George Founder & CEO, EBS Worldwide |
You would think that is just stating the obvious but with the emergence of online media, digital marketing has gained huge potential. "Brands are now being built online. More and more marketing dollars are being shifted to online media," states Chris.
He broadly classifies online media into 4 categories, on the basis of how brands can leverage themselves:-
1. Creating a website: There are a lot of templates on how to create a webpage, but one should keep in mind who the customer is. If it is a retailer, the website should give something to viewer so that it converts to a transaction. Similarly for financial and technological companies, the website should be giving some background about its products and then should be able to facilitate a transaction with the viewer.
2. Search: Search Engine Optimisation (SEO) and Search Engine Marketing, which may be a little more expensive than the former, should also be used properly as well. For example, if you are technology firm you are not supposed to bid for words like 'technology' as no one views more than two pages when using search engines.
3. Social media: There are sites beyond Facebook and Twitter you can use to promote your product. Chris adds that Facebook is like one TV channel that plays everything. Few years down the line we will witness a breaking of this medium into different horizontals like LinkedIn (for professional networks only), dating sites etc. He explains the importance of companies keeping themselves updated with their online accounts. Used properly, they could help gain a huge and loyal customer base.
4. Mobile platforms: The days of promoting your products through Short Message Service (SMS) is gone. With the advent of smartphones, entrepreneurs should think of something innovative like creating applications for their products. Even if they do resort to SMS, the message should be succinct and sent out in timely manner so as to not irk the customer.
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