- Web Design
- Banner Design
- Logo Design
In order to excel on the brand centered
digital marketplace, the branding strategies should not
relay only on advertising. To be effective, internet
branding has to take advantage of the interactive medium to
increase brand awareness and publicity.
The success of an online brand is achieved through great
user experience, information architecture, content, value,
and user engagement, and then is maintained with
Branding online should hold a top
position in your marketing portfolio. Hundreds of companies
– some of them very big brands - are still somewhat
hesitant, skeptical or plain unwilling to spend their
marketing dollars on online branding. This is a mistake.
Online ad spending is on the rise
because online users are skyrocketing, and online branding
has already become an essential platform to reach your
audience. Touching your target audience with your messaging
in all the places they go is what branding is all about,
let’s not forget. To do so ensures you compete or have the
advantage on your competition. Do not neglect this enormous
The average American is spending more
time using media than sleeping. The average is 9 hours per
day, and 1/3rd of that time is spent using more
than one media vehicle at the same time (TV, internet,
19% of Americans spend 6 or more hours
per day online, compared to 9% for TV. 60% spend 4 hours per
day online and 66% spend 4 hours per day watching TV.
The internet is still primarily a place
for communication to happen. Approximately 57% of online
time is spent on email, instant messaging, blogs and chat
rooms. The remaining 43% of internet users were using their
time to play games, surf and shop.
The potential, if not already clear by
the above statistics, is unlimited. Sponsoring chat rooms,
placing display ads on targeted sites, delivering branded
email messaging- these are just a few of the endless
opportunities online offers you to expose your brand to your
audience. Compounding this is the technological advancements
that we’ve seen in online marketing over the past several
years. Relevancy is making a comeback. We can now target by
age, sex, location and past shopping or online behavior.
Gone are the days of meaningless online advertising. Now
your brand messages can be shown to your target audience to
a very specific degree, even coordinating time of day
shopping behavior or people who own a particular product!
Internet Brand Development
The creation or re-creation of
Corporative Identity is one of the fundamental steps towards
giving a personality to your company or product.
As The Cluetrain Manifesto explains, "Markets are
conversations, in the Internet space, branding means user
experience Internet branding moves beyond logo, tagline, key
messages and graphic identity into the customer's real-time
interaction with the brand, for the entirety of the online
Traditional media, like TV, print, and radio offer
phenomenal cross channel value, especially to drive visitors
for the first time, but if the content and functionality are
not compelling enough to encourage repeat visits the brand
will not succeed.”
Internet specific brands like Amazon.com or EBay succeeded
in building their brands from an:
-Easy pronounce and easy to remember word.
-Effective logo aspect ratio, visually dominant at small
size, lower resolution monitor screen.
-Focus on User Experience.
Building brand equity via the internet requires all the
positioning skills of an ad agency, but it also requires of
experienced information architects and usability experts.
Sites like MapQuest have an average visit time of only 12
minutes, good enough to position them in the top 10 internet
brands together with Microsoft, AOL, Yahoo etc.
Cross Channel advertising such as TV, print, and radio offer
phenomenal value in driving web traffic the first time.
However, the spike in traffic will be short-lived if content
and functionality are not compelling enough to encourage
repeat visits, and unless the user experience provides the
information the user needs when he needs it. If the user
experience fails that simple test, the advertising efforts
wont be enough to acquire the costumer.
What can we do for you:
Mambo Interactive can assist you in
every stage of your online branding initiative. We can begin
from scratch, developing a unique trademark image for your
brand, is based on industry and target group research. We
will advance your image online and co-ordinate with your
offline efforts, so that your brand will be recognizable,
persuasive and trustworthy for your target group.
If you have an established brand
already, we can assist you in your online branding strategy.
This would take the form of internet, consumer and
competitor analysis; media planning, buying, execution,
reporting and analysis.
to discuss your Online Branding Services needs.
Offline fame doesn't translate
into Web visits for big media
Smaller niche sites and networks such as The Weather
Channel and About.com, are drawing more online
traffic than better-known media entities, like NBC
or The New York Times.
Online ad revenues grew 26.4
percent during the first six months of 2007 to
nearly $10 billion, according to the latest joint
report from the IAB and PricewaterhouseCooper