Whether Brands can be built online?
· Analogy: Brand will be build (as has been happening) by showing a creative (generally an AV) to large no. of people (reach) enough number of time (frequency)
· Assumption: Marketing team and the creative agency have done a superlative job and developed a creative that will do the job, so as to take out creative as a factor for this discussion.
Let's compare TV and Online purely on media factors:
Ø The biggest area where online does not deliver is Impact (high reach and frequency in a short period of time) and Quality of delivery itself.
Ø When you watch cricket, after every over which is 5-7 minutes, you watch an Advertisement (which can be from the same advertiser), and this is combined with the huge reach build. This is the very reason these properties command a substantial premium.
Ø Content delivery, which also is part of impact is the viewing experience, where the advertisement occupies the whole screen (unlike online) this combined with ever improving sound and picture quality in the TV sets.
Ø Association: The ads are played between content, where crores have been spent by the channels to create that content and which shows.
Ø But where online hits a home-run is Interactivity. Use of an input device like a keyboard, mouse or in the near future hand gesture or eye movement to get involved with the ad and involvement gets in much deeper understanding and loyalty than an AV.
Ø When it comes to Brand Salience (different of building as discussed above), online does a much better job as here the communication requirement is not a story but mere presence does the job. This specially should work for brands where purchase and consummation cycles are high like for example a Cold Drink brand.
In conclusion, TV is superior when it comes to build Brands by watching and online far superior when the plan is to build brands by doing. But when it comes to Salience, Online is a better medium even when watching is concerned.
Some ideas to improve the performance of e-business
1. Welcome the new subscribers
Develop separate strategies to encourage the first purchase of the new subscribers. Features like info about the products and discounts to convert into a sale should be developed.
2. Use responsive design
This particular design enables customers to transact through any device be it online or any mobile device with the same level of ease and security. The website developed for one platform gets adjusted automatically to others according to the screen size.
Develop APIs to grow the business
Either develop an API or buy a packaged solution to create apps that can link to the online store. This will lead to increased usage and there by increased sales.
5. Shortest 'click-to-cart' path
By maintaining the click-to-cart path as short as possible, the company can provide a better user experience and there by boost their sales.
Personalization
To stand out of the clutter of promotional activities facing customer everyday, it is important to tailor the message based on the customer's preferences or past purchase behaviors.
6. Use product demo videos
Product demo videos are a better option than the images as they give a clear understanding to the user about its features. This may result in high conversion rate, which in turn boosts the revenues.
Vaibhav Agrawal
12DCP-123
+91-7840085066
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