I tend to disgaree with raymon's view of brand effects. Is
brand effect on the net simply measured by clickthroughs? I
doubt it.
Many small businesses see the Net as some sort of "saviour"
channel to market - when it is simply a very efficient
channel.
The problem is that small businesses don't have the
resources to devote to maximising their market exposure. Any
brand effect built from using the Net should be measured
against all the other things a small business is doing i.e.
environment, customer relationship management, advertising,
corporate identity.
Most small businesses fall over on the Net because they
expect it to deliver EVERYTHING.
At Revolution we have worked with a number of small
businesses who want to develop brands on the Net. Our advice
is that the offline is equally important to online activity.
Even digital brands need to spend offline to make it. It's
just good marketing and it should always begin with a
digital strategy.
We're finding that even big UK institutions have no real
rhyme or reason to their net presence and they wonder why
their sites aren't working or there's no coherency to their
branding. In effect, their is a net diminishing return from
online activity.
All business needs to concentrate making sense of their
online brands not merely concentrating on effect. If you do
it right at the start, the results will be there.
Stephen Byrne
<Stephen.Byrne_at_RevolutionLtd.com>
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Received on Fri Feb 26 1999 - 20:02:35 CST
