Online Branding Blog - reactorr.com » Marketing

Branding Online as a Medium

Mark Nicholson — Tue, 17 Jan 2012 03:51:46 +0000

Does the Internet suck as a branding medium? That was the question I saw on a post at Millward Brown, and I would have to question this for a few reasons. It’s level of interactivity is second to none, providing a vast amount of options. Video, display ads, search, and most communications options seem readily available. Additionally, its far more easy to measure the effectiveness of any marketing efforts, as well as the ability to evaluate and make quick changes.

In many ways, the Internet is almsot a hybrid of most other marketing channels (print, broadcast, DM) with outdoor possibly being the exception. But the segments that really stand out would be social media and search. Engagement and influence has never been known to such a degree before.

Branding Online as a Medium is a post from: Online Branding Blog - reactorr.com

Digital Marketing Forecast

Mark Nicholson — Wed, 28 Dec 2011 05:08:29 +0000

Search, social, mobile, email and display marketing is thought to grow to $77 billion by 2016, or 35% of all advertising. Interactive teams and budgets are growing as marketers believe the digital channel delivers better results and measurable returns.

Search marketing continues to dominate with the largest amount of the marketing budget, while social grows moderately. Mobile marketing overtook both social and email this year.

Source: Forrester US Interactive Marketing Forecast, 2011 To 2016

Digital Marketing Forecast is a post from: Online Branding Blog - reactorr.com

Creating Influence Online

Mark Nicholson — Tue, 10 Aug 2010 06:03:20 +0000

Possibly the shortest Internet marketing conference ever, the Influence Project involved 60 speakers for 60 seconds. Some of the speakers included Brian Clark, Guy Kawasaki, Mitch Joel, Muhammad Saleem, Brian Solis and more. MP3 recording and transcript available through the above link.

Creating Influence Online is a post from: Online Branding Blog - reactorr.com

Online Branding Strategy

Mark Nicholson — Sun, 20 Dec 2009 20:52:29 +0000

It’s been a long time coming. Advertising has been about the same for some 50 years, but things just don’t work the way they used to. Within the last 5 years social media has grown so much that customers are more reliant than ever on referrals.

Marketers facing this shift find themselves looking towards social media to get in front of their audience and its a whole new ballgame. One recent development that advertisers should be aware of is the Federal Trade Commission (FTC) is watching the online space for signs that advertisers masquerading as independent third parties.

Now monitoring blogs, Facebook, Twitter, and many other social network platforms, the FTC is on the watch for advertisers posing as ordinary consumers raving or providing misleading testimonials on products or services. A recent example posted by Consumerist mentions a well known fast food chain posing as fans of a marketing campaign.

An excerpt from the FTC;

“The fundamental question is whether, viewed objectively, the relationship between the advertiser and the speaker is such that the speaker’s statement can be considered ’sponsored’ by the advertiser and therefore an ‘advertising message.’”

It’s probably a method used as long as the web has been around. I recall reading about ‘seeding’ being done by the music industry to launch new pop stars some years ago, and it probably continues today. But you can imagine how this might affect your online branding strategy should you be caught.

Online branding and reputation management is becoming more imperative to monitor, and with this news regarding the FTC, you’ll want to be listening to your endorsers as well as consumers.

What to take away from all this? Monitor, engage, and also be transparent, providing full disclosure where applicable.

Online Branding Strategy is a post from: Online Branding Blog - reactorr.com