Home  |   Blog  |  eNewsletter  |  Tools   Marketing Jobs / Marketing Careers   Bookstore  Search  |  Get Published  |  Feedback  |  Press  |  About MT   

  Marketing Today - The Online Guide to Marketing in the Information Age. Web Marketing, Internet Marketing, E-marketing, emarketing, I-marketing, Imarketing, Marketing Magazines, Marketing Ezines, Marketing Webzines, Marketing Magazines, Marketing Newsletters                
       Click here to find out more about Peter De Legge Consulting - Internet Marketing & Strategy Consulting Services - Visit: www.businessmarketing.net


 
Recommended by Harvard Business School's Working Knowledge, Northwestern University's Journal of Integrated Marketing Communications, Fast Company...    

Click here  to recommend Marketing Today to your colleagues. 

 
  The Online Guide to Marketing in the Information Age

      

Sections

Marketing Today - marketing, marketing communications, marcom, marcomm, integrated marketing communications Marketing
Marketing and marketing communications (offline and integrated)
Marketing Today - online marketing, internet marketing, e-marketing, emarketing, imarketing, i-marketing, cyber marketing Internet Marketing
Internet marketing and integrating offline and online marketing. Special section on Search Engine Marketing.
Marketing Today - online marketing, internet marketing, e-marketing, emarketing, imarketing, i-marketing, cyber marketing Trade Show Marketing / Event Marketing
Marketing at and managing trade shows and events.
Marketing Today - marketing research, marketing trends, marketing trend analysis, marketing studies, marketing research Research, Analysis and Trends
The latest data and analysis relevant to marketers
Marketing Today - marketing law, us marketing laws, european marketing laws, california marketing laws, email marketing laws, can-spam Marketing Law Resources
Marketing, advertising and email marketing related legal resources 
Marketing Today - public speaking and presentations Public Speaking & Presentations
Public speaking/ presentations
MarketingHire.com
Marketing Jobs / Marketing Careers 
Our marketing jobs / marketing career website, MarketingHire.com.
Marketing Today - the online guide to marketing in the information age News
Marketing news from more than 30 sources.
search engine marketing Search Engine Marketing
Search engine marketing and search engine optimization tools and advice.
Marketing Today - marketing tools, markeitng roi calculator (mroi), ad cpm calculator, marketing resources Marketing Tools
Direct Marketing ROI Calculator, Ad CPM Calculator and more
marketing book recommendations on marketing, marketing communications, business to business marketing / b2b marketing / btob marketing, marcom Marketing Bookstore  
Our Amazon.com bookstore contains or picks for the best marketing books. See our Marketing Book Recommendations
Marketing Today - search marketing articles, marketing tools, marketing book reviews and recommendations Marketing Events
Selected marketing events
Marketing Today - search marketing articles, marketing tools, marketing book reviews and recommendations Search
Search Marketing Today or the Web Using Google
Marketing Today - the online guide to marketing in the information age Home

Contribute/ Contact
Get published, send books for review, contact Peter DeLegge for media interviews or to speak at your event
About Marketing Today and Peter DeLegge
Add to My Yahoo!

Add Marketing Today Headlines and Article Summaries to Your My Yahoo! Page
Want to add Marketing Today headlines and summaries to your website, newsletter or blog? Click here

Get Marketing Today as an XML Feed! Feature  Marketing Today Headlines and Summaries on your website!
Add our RSS Newsfeed to your website for at no cost (approval required) click here for more information. 
Linking Policy
All content at this site is the property of Marketing Today. However, we permit linking to MarketingToday.com or directly to articles. We also allow approved* sites, blogs and email newsletters to use our article summaries AS-IS, without revision.
Click here for more information. 

Welcome to the Marketing Evolution...Marketing Today (tm)

 

e-Branding: Moving Your Customer Promise to the Web
By Arthur O'Connor

The New Economy was all about being first to market, generating volume and creating new, revolutionary business models.

The New/New Economy is all about reaching critical mass, achieving profitability, and integrating your business with others.

Yet despite all the web sites launched, money spent, and lessons learned, many brick and mortar companies still seem uncertain about, and divided over, how to best move their brand online.

Many still treat their online businesses as a competing or alternative version of their original brand. These same companies often use the web to do poorly what their other existing channels and/or sales forces already do well (uncover customer interests and needs, explain how products work, provide detailed technical information).

Even more disturbingly, some companies still deliberately under-design their sites as a means to address channel conflict. Rather than automating their sales force or enabling self-service to enhance their existing brand, they design the site with as little functionality as possible (limited selection, standard pricing), or no functionality at all beyond "brochure ware." Purportedly, they do this to demonstrate the commitment to their existing channel partners. You’d think they could spend their resources a little more productively to achieve this end.

Still others address the issue of online branding by plastering their company’s logo all over their site. By treating the issue as a simple brand identity exercise (extending it to a new medium), they avoid the more difficult and challenging task of developing a coherent online brand strategy.

The fact is that the best way to launch an online operation if you’re a brick and mortar business is to develop a strategy that optimizes and re-enforces both. To do this, it’s important to understand what’s different about e-branding from traditional branding, and, just as importantly, what’s not.

What’s different about branding on the net

Here’s both the good news and the bad news about the Internet business model as it relates to your brand: the web collapses your brand promise and sales cycle to split seconds.

  • The good news: the opportunity to make a sale (engage a customer) is immediate.
  • The bad news: customer expectation to deliver your brand promise is also immediate, as is the threat of defection to competitors, who are now just a few clicks away.

Given the increased risk/reward, you need to develop a strategy that fully maximizes the tremendous potential of the Internet business model while minimizing the considerable risks.

Thus, for your brand promise to hold up in this accelerated sales cycle, you need to focus on user experience (how customer experiences your brand). This isn’t just about graphic design (look and feel); it requires an integrated approach for your on-line brand experience: from the initial e-marketing pitch, the value-add of the online functionality, and the fulfillment and delivery of your offering.

Don’t make the common mistake of building up your sales and marketing efforts online without making an accompanying improvement in back-end fulfillment and logistics. There’s no point in attracting people to your brand only to let them down. If you don’t have the management commitment and resources to do both well, then don’t do either one.

What’s Not Different

In some very important ways, e-branding is no different than traditional branding.

Instead of building a different, online version of their brand, smart companies use Internet to create a richer/better brand experience (convenience, speed, value) to strengthen customer relationships and their brand promise -- across all channels.

Perhaps the best advice on branding (online and off) comes from Agency.com head Kyle Shannon, who uses a theme park analogy. Design everything around maximizing the customer experience. Anticipate their concerns. Serve them. Surprise and delight them. Even tease them a bit. But make sure they get the whole brand experience. Make sure they get the full impact of a good idea, delivered with excellence.

Arthur O'Connor is a senior manager in the Financial Services practice of
KPMG Consulting. He is responsible for building and developing the eXante
practice, which specializes in concept to launch Internet consulting
services. He can be reached at
arthuroconnor@kpmg.com.

Marketing Today - the online guide to marketing in the information age

© Copyright 2000, Marketing Today/Peter De Legge Consulting. All rights reserved.

 

MarketingHire.com

Marketing jobs and career advice especially for marketers.

Quick Links to Marketing Job Searches:
- Marketing Director Jobs
- Marketing Manager Jobs
- VP Marketing Jobs
- Online Marketing Jobs
- Marketing Analyst Jobs
- Marketing Research Jobs
- Public Relations Jobs / PR Jobs
 

Subscribe to Marketing Today Newsletter FREE! 
Be alerted when new content is published, get exclusive newsletter-only articles and job listings. Join a virtual who's who of marketers from leading companies.

Subscribe

We do not rent or share our email list.

Marketing Today Blog
Frito-Lay and GM Get Integrated Marketing and Leverage the Power of Consumers in a Big Way
GM and Frito-Lay and their agencies have recently figured out a great way of getting consumers more engaged with their brands, leveraging the new found power of the consumer. It's a great lesson in integrated marketing communications and engagement for all marketers.Both brands are running contests for consumers to create homemade commercials (also referred to as consumer generated content) for
Marketing: The Art vs. Science Debate
I am amazed at how often we marketers debate over whether marketing is art or science. I was recently at a marketing association fund raising event where a speaker proclaimed that marketers are true artists, as if being artists validates our work. I thought, hmmm...Maybe that's part of the reason why CEOs and other departments think of marketers as lacking process and accountability, because we
Marketing Accountability on Another Level; Seth Godin's Profoundly Important Post
Seth Godin recently wrote a post on marketing ethics at his blog that has marketers talking. I applaud Seth's passion and his clever way of addressing marketing ethics in his book "All Marketers are Liars." It's a topic our profession needs to dialogue on and care about. I realize that business ethics books don't sell very well, so I'll keep this short and hope you'll look at Seth's post.
Can a Blog, Long Neglected, Be Resuscitated? My Re-Entry Into the Blogosphere
It's common blogosphere wisdom that to keep a blog alive, you need to keep to a rigorous publishing schedule. Well, if you've kept up with my blog, or even if you haven't and you notice the dates of previous posts, we're about to put that assumption to a test, as I make my re-entry into the blogosphere.But first, a little disclosure. For those cynics out there, you may see this (perhaps,
Speaking at BtoB's NetMarketing Breakfast Thursday in Chicago - Oct 6 - Here's $10 Off
Forgive the self-promotion, but I'll be speaking and participating in a roundtable at Crain's BtoB's NetMarketing Breakfast in Chicago this Thursday, October 6th. I've been strugling between two presentations, one regarding a significant study that breaks apart and measures each vehicle of marketing campaigns -- television, print, Internet, search engine marketing, radio spots, etc.; the other
Google Launches Google Blog Search
It was only a matter of time. Google has been promising blog search for a couple of years. Finally, this morning they rolled out a blog search engine capability. Not surprisingly, it’s labeled “beta.”According to a Google, “The goal of Blog Search is to include every blog that publishes a site feed (either RSS or Atom).” It looks for sites that update pinging services and crawls in real-time.
Disintegrated Marketing...
After more than a decade experience with the commercial web, you’d think major marketers would consider the web more than an afterthought. However, evidence reveals many consumer marketers still can’t distinguish between a website, an ad or a brochure. While retailers like Wal-Mart, Lowes, Nordstrom and Circuit City get it, there are others that still seem confused. When clothing retailer Gap
Burger King Goes Tasteless
Shock value is the refuge of the talentless when it comes to advertising and viral marketing. Burger King has decided to one-up Carl Jr.'s Paris Hilton raunch, by creating a series of over-the-top raunchy commercials and a website to promote a fictitious band called Coq Roq -- filled with bad double entendres. And while Carl Jr. is a small brand that can thrive by staying in the niches, Burger
Search Engine Marketing Secrets Revealed, Email Marketing Secrets, Direct Marketing Secrets...Apparently Marketers are Lousy at Keeping Secrets
A quick perusal through my email inbox reveals dozens of messages from companies touting for pay articles, books, seminars and papers on every topic known to marketing all claiming to possess "secrets."I checked a few out recently and was amazed to learn that things I've considered fairly common knowledge among those experienced with online marketing are actually secrets! Things like Google
"Those Who Ignore History are Destined to Repeat It" Applies to Marketing Too
One of the great lessons of the dot com era was that you can’t buy your way into a successful brand with mere dollars and awareness. After all, awareness doesn’t equal preference or sales. Those who attempted to “build their brand at breakneck speed” only ended up breaking their brand’s neck. Great brands are not built from ad dollars, although there are always marketing and advertising
RSS integration by RSSinclude

Marketing Today
Recommendations

Academia
"Recommended
."
- Harvard Business School (Working Knowledge)
- Northwestern University, Medill School

Noted Marketing Pros

"I love the site!"
Seth Godin, author, Permission Marketing

Chosen
As one of the "best business links on the web."
-
Business 2.0 Magazine's Web Guide

"Websites worth watching."
- Folio Magazine

Most importantly, our readers


Marketing Today (tm) - The Online Guide to Marketing in the Information Age
© Copyright 1997 - 2007, Peter DeLegge Consulting/Marketing Today. All rights reserved. Marketing Today and MarketingToday.com are trademarks owned by Peter DeLegge. "Welcome to the Marketing Evolution," copyright 1998, Peter DeLegge.