Strategy and branding
Today, 21 november 2013, was the Digital Marketing in 1 Day Forum in Bussum, The Netherlands, where I watched a presentation by Joris Merks Benjaminsen, a Google House strategist.
During the symposium I noticed Google Joris conflating strategy and branding. And this makes such good sense!
The object of a long term online strategy must always be branding. A internet driven company should always aim to strengthen its brand. The stronger the brand, the more the public knows a brand, the more the audience identifies a given market with your company, the better your company will be able to drive traffic to your branded website and the easier or cheaper it will be to sell your product or service.
Let’s analyse that.
The question is: how do branding and an Online Strategy connect?
Both we and our competitor have a budget. We spend out budget on marketing to reach our audience paying CPC for search and CPM for display, banners on websites. Both have a branding effect. The more the audience clicks on our ads and sees our offerings the more the audience becomes aware of us. As the audience becomes aware of us they will use our brand name more. The more our brand name is used by the audience the more cost effective our search campaigns will be. Yes our competitor can also bid on our brand name. But Google Adwords will give our ad more prominence for the same CPC because we our website more relevant for a searcher looking for our brand.
This way having the stronger brand gives us an impregnable fortress in search.
There is more. Conversion is a matter of trust. Someone looking to purchase a product will buy only if he is sure that the webshop he visits will deliver his purchase. If the visitor knows our brand, knows its good reputation, he will be willing to buy our product because the visitor is sure we will give him what he has paid for.
This way having the stronger brand gives us an impregnable fortress in conversion.
Therefore branding should always be the centerpiece of a online strategy. A stronger brand means a larger cash flow. And the larger cash flow means we will be able to outbid the competition. That way our company will win.
International Online Strategy
It works like that in our home market. And it works like that in our export market. Therefore this is a international online strategy.
The difficult thing is how to brand. Branding is about focus. Focus on values, what our company is really about. We will consider this in a next post.