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Vox Pop: Brands and Strategies

Do you think a brand without an online advertising strategy harms its reputation with consumers? The first of our fortnightly vox pops explores this question...

Do you think a brand without an online advertising strategy harms its reputation with consumers?

"It depends if the absence of strategy means an absence of advertising altogether or the publishing of random, ill-prepared messages to consumers. As with any medium, online communication needs to be considered carefully and if there isn't time to create the right targeted message then don't do it.  How many lifeless banners have we all seen over the years?  No doubt due to either no strategy whatsoever or a fag packet brief."

- Dominic Sparkes, Tempero

"If the brand is traditionally focused to an offline audience, then its customers are also likely interact with it offline. Therefore, the brand wouldn't necessarily be harmed. However, the traditional offline business would still be cutting off the ability to reach a wider audience and perhaps a new source of customer acquisition.

For businesses that are looking for wider brand exposure and recognition, an online advertising strategy is equally as important as traditional offline initiatives, especially in the creation of brand awareness. Brands that are prudent should really be looking to integrate marketing, PR and even sales initiatives to reach the customers. 

By advertising on the internet brands can expect:

1. Progression: Demonstrating they are moving with the times and can appeal to new marketing and target audiences which are becoming more Internet and technology savvy. They are showing innovation and technological know how.

2. Competition and channels: Keep stock of the competition and enables them to compete across digital channels.  If some brands do not embrace change, their competitors most certainly will.  Just because a brand may be established offline, it doesn't mean it will walk it online.

3. Increased awareness of brand. Online advertising supports and enhances new engaging, exciting and 'measurable' access to other digital mediums such as email and viral marketing campaigns, microsite promotions, increased incentives via online competitions and promotions, tests, games, downloads etc. via weblogs, forums, newsgroups, news wires etc. All of which have the ability to display a brands name and proposition.

4. A brand testing platform: A new brand or subsidiary can be tested via a micro campaign (e.g. via a microsite) and measured and analysed. This can help in existing brand development and new brand creation.

5. Off and online consolidation: By having an online presence; the ability to use offline methods combined with online advertising can inject a brand with seamless exposure if managed correctly."

- Marcos Richardson, European Director WebtraffIQ

"Yes and no.

If you adopt a bad advertising strategy, such as one that involves lots of juddering Flash pop-ups, then you might as well not bother using the web to extend your brand message in the first place.

But create compelling content in a user-friendly format, with accurate targeting and measurement tools in place, and you should certainly raise the key brand metrics.

More so, says the EIAA, if you use the web alongside TV/print ad campaigns. Online ads can act as useful signposts, directing people to online checkouts, jogging the memory, reinforcing the message.

Then again, if a Company X's average customer is someone who never uses the web, it isn't going to matter a great deal whether they advertise online or not."

- Chris Lake, Editor E-Consultancy

What do you think? Leave your comment below...