What is online branding and how can corporate websites become an effective brand touchpoint?


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What is corporate website…….continued here

In my last post i discussed what is a corporate website & how organization loose there brand value through them . This post is all about regaining the lost ground. After all your website is your important brand touch point which you need to enhance your online experience.

To ease our discussion lets break it into three different sections,i.e

1) What is online Branding ?

2) Ten corporate website design tips

3) Some examples

4) Summary

What is online Branding?

Online Branding is the integration of the entire online buying, browsing and conversion process into one continuous string of communication that is relevant to the consumer. Its an amalgamation of everything from visual appearance to content to web marketing strategy. So if one aspect is overlooked then it directly affects your user experience and in turn your brand value.

Unlike the traditional media (print, TV etc), on internet the touchy feely brand experience immediately connects with your corporate website. A great online advertising campaign is fruitful if and only if the brand experience that results from the consumer interaction with the website is equally delightful. A great online advertising campaign can crush a brand extremely quickly if the site does not deliver on the perception portrayed by the advertising campaign.

The same is true for search engine marketing campaigns. Many marketers still seem to think search campaigns exist in a vacuum and wonder why they achieve less than expected results from their PPC campaigns. Its commonsense, what the ad copy promises is not usually found on the website. I don’t know why people are mad about just increasing the traffic.

Point: Be relevant, Be precise and don’t mislead the audience.

Rest will be continued in the next post on Monday 18 February. where i will be discussing about 10 corporate website design tips.

Click here to read the post on my blog


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