Brand Extension: Big Brother in the Web Marketing Family

Web presence is pretty much business standard nowadays, regardless of the size a company. From “Mom & Pop” boutiques to large Corporations, public information about your company and it’s products/services should be readily accessible via the internet. As this is common knowledge, most businesses establish some type of web presence, but tend to get lost in the competitive internet marketplace. How do you stand out amongst the rest in addition to building “the perfect” website? How well are you marketing your brand? In order to wrap your head around the various combinations of internet marketing, let’s take a basic look at the Web Marketing Family. The basic family tree of Web Marketing comprises of these members: Corporate Domain, Search Marketing, Syndicated Web Marketing, Brand Extension, Community and Social Media Marketing, Virtual Worlds, Related Mediums, and lastly, Experimental Methods. These internet marketing strategies are all equally important and should be used to compliment your current online efforts. One of the “family members” that I tend to focus on is Brand Extension. The Brand Extension strategy is simple; wherever your market is, you should have brand placement. I’m sure this marketing strategy has been applied to your business in other physical forms, but it is also strongly applicable to your online presence. The basic forms of brand extension consists of the following: Web Advertising, Contextual Advertising, Sponsorship/Cross Branding, Social Advertisements, Widget Advertising and Affiliate Marketing. Check out the detailed info on these forms of brand extension below.

Web Advertising I’m sure you’re all familiar with the banner, tile, or skyscraper advertising (IAB) model on websites. This age old strategy simply suggests that if there are eyeballs your brand should ‘impress’ upon the users. Click through rates are typically in the 1% or lower rate, sometimes success is measured by brand impressions, (visitation by traffic). These ads are static and do not change even if the content on the webpage changes. Contextual Advertising These targeted ads will be served up on the webpage depending on the content that’s on the page. This is a more ‘intelligent’ and therefore more relevant than Web Advertising, which may not be targeted at specific content. This form of advertising can be text, images, media or other form and are common on websites, blogs, and are now appearing on web based emails sites. (Submitted by David Berkowitz: Feb 13th. 2007) Sponsorship and /Cross Branding This is a method of promoting your brand with the right audience in which the property is rewarded for integrating your brand. This can occur on content sites, shows, media properties, blogs, podcasts, and just about everything else. This is expected to increase in 2007. Social Advertisements Having just appeared this year from Facebook, it uses contextual information from users who have become “Fans” of a brand, then ads are severed to their network, in an endorsement. This has been highly controversial, and the return on investment is not yet known. Widget Advertising Having just appeared this year from on containers like Facebook, Bebo, LinkedIn, and Friendster, widgets have proliferated at an amazing growth rate. Expect advertising networks to form over the next year, where a brand can purchase space on any number of widgets across different social networks and communities, groups such as: RockYou, Slide, Widgetbox, and Watercooler to start with. See all posts tagged Widget Strategy. Affiliate Marketing Affiliate marketing programs compensate partners and alliances that bring referrals, leads, or sales. While it overlaps with other forms of web marketing, the goal is to provide the right content or products to the target demographic. Examples of this include placement on comparison shopping sites, loyalty sites, and product review sites. As you can see, Brand Extension plays a very important role in the Web Marketing Family. These forms should be used in conjunction w/ the other Web Marketing family members to make a successful campaign for your business. Stay tuned for more information on the other web marketing “siblings”. Damon R. Howard Marketing Operations Consultant Executionists, Inc.

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