If marketing options such as rich media, interstitials, and virtual communities make your head spin, take heart. Branding.com goes far beyond website banner advertising to explain how many new technologies work and how some companies are using them to great advantage. You'll discover which methods boast the greatest potential for brand-linked recall, which are considered most annoying to consumers, and which might be right for your brand, in the context of your online branding strategy.
From the overnight marketing success (and sob) stories of the dot-corns to the triumphs and failures of traditional, offline brands, Branding.com reveals why certain companies made the choices they did when designing their websites, selecting their technologies, or reexamining their brand objectives in the context of the new medium.
Lessons from the front highlight the responsive, forward-thinking Web marketing tactics of companies such as:
Volvo, which uses the Web to help its brand become hipper
Avon, whose virtual beauty consultant stands in for the Avon Lady
The Sharper Image, which relies on three dimensional product views to simulate the in-store experience customers have always valued
Like it or not, your website is affecting your brand at this very moment--and the impression may not be what you would wish. Branding.com explains what makes a website powerful, shows you how to take your site beyond stickiness to achieve magnet status, and reveals the biggest site killers (outdated information is number one).
You'll also learn more about:
Click-through, and why it is only appropriate for measuring response, not brand awareness
The surprising cost-effectiveness of Web advertising
Why some marketers argue that the Web is best suited for brand preference rather than brand awareness--and how emerging formats such as rich media and interstitials are proving them wrong
For a thorough introduction to Web marketing and an engaging account of current and future technologies and their applications, Branding.com is the book you'll want at your fingertips as you prepare to meet the enormous challenge of taking your brand online.