E Commerce Branding Power Point

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E Commerce Branding Power Point

  1. 1. Najla Slowe BUS 590 - Dr. Gilbert June 22, 2009 On-Line Branding Strategies: How to Develop A Strong Brand Management Strategy For Business-to-Consumer E-commerce? Directed Research Proposal
  2. 2. <ul><li>Statement of Problem </li></ul><ul><ul><li>On-line advertising is fairly new industry, less than fifteen years. </li></ul></ul><ul><ul><li>Many companies are unsure how to brand their e-commerce business. </li></ul></ul>On-Line Branding Strategies Traditional Media Print, Radio, TV NEW MEDIA Internet <ul><li>Significance of the Study </li></ul><ul><ul><li>Lack of research on strong e-commerce branding strategies. </li></ul></ul><ul><ul><li>Companies need to learn how to master this new technology. </li></ul></ul><ul><ul><li>The study will provide effective strategies that businesses can use. </li></ul></ul>
  3. 3. Subquestions <ul><ul><li>How to develop a strong brand management strategy for business-to-consumer e-commerce? </li></ul></ul>On-Line Branding Strategies NEW MEDIA Internet Traditional Media Print, Radio, TV Research Question <ul><ul><li>Can traditional strategies apply to e-commerce branding strategies? </li></ul></ul><ul><ul><li>How to encourage repeat visits to e-commerce sites? </li></ul></ul><ul><ul><li>Can small businesses mimic big brands’ success? </li></ul></ul>
  4. 4. Review of Literature <ul><ul><li>The Internet has turned people into savvy customers and power has shifted from businesses to consumers. </li></ul></ul><ul><ul><li>To build a brand companies must create a personality for the brand, build relationships with target audiences and create a visual image that customers will associate with the brand. </li></ul></ul><ul><ul><li>Web sites that offer two-way communication are preferred by users. </li></ul></ul><ul><ul><li>Web sites with interactive features prolong users’ duration on the web site and enhances their moods and attitudes towards the brand. </li></ul></ul><ul><ul><li>To be successful companies need to update and monitor their web sites frequently. </li></ul></ul>On-Line Branding Strategies NEW MEDIA Internet Traditional Media Print, Radio, TV
  5. 5. Review of Literature – continued <ul><ul><li>Social networks have been shown to build strong brands. </li></ul></ul><ul><ul><li>On-line communities offer companies an opportunity to spread information and get feedback from customers. </li></ul></ul><ul><ul><li>Sustaining customers and measuring their lifetime value is more important than just attracting large numbers of people to an e-commerce site. </li></ul></ul><ul><ul><li>Four strategies to e-commerce success: sell to a niche market, have a compelling business model, create a compelling product and improve the purchase experience. </li></ul></ul>On-Line Branding Strategies NEW MEDIA Internet Traditional Media Print, Radio, TV
  6. 6. Chapter 3 Can traditional strategies apply to e-commerce branding strategies? <ul><ul><li>The Internet is similar to traditional advertising except it has interactive features. </li></ul></ul><ul><ul><li>Branding creates an emotional bond between the company and the customer. </li></ul></ul><ul><ul><li>Digital branding is when marketers use the Internet and on-line culture to deliver messages. </li></ul></ul><ul><ul><li>As with traditional branding, the main objective is to build trust in that brand’s products or services. </li></ul></ul><ul><ul><li>Customers purchase from brands that they trust. </li></ul></ul><ul><ul><li>Trust can be built through providing customers a satisfying experience and maintaining these efforts consistently. </li></ul></ul>On-Line Branding Strategies NEW MEDIA Internet Traditional Media Print, Radio, TV
  7. 7. Chapter 3 – continued On-Line Branding Strategies NEW MEDIA Internet Traditional Media Print, Radio, TV <ul><ul><li>Companies can shape customers’ perceptions so taking an active role in managing their brand is needed. </li></ul></ul><ul><ul><li>On-line brand campaigns can be executed much faster, six weeks as oppose to 24 weeks with traditional media. </li></ul></ul><ul><ul><li>Consumers’ perception of the quality of a company’s web site correlates to their trust in the brand. </li></ul></ul><ul><ul><li>An e-commerce site should contain information from a company’s other marketing campaigns to present a cohesive brand image. </li></ul></ul>
  8. 8. Chapter 4 How to encourage repeat visits to e-commerce sites? <ul><ul><li>Adding interactive features to a web site is a great strategy to keep customers coming back. </li></ul></ul><ul><ul><li>A site that is not too complex or text heavy or that does not have too many graphics attract repeat users. </li></ul></ul><ul><ul><li>Web sites that allow users to interact with the brand leads to more customer visits. </li></ul></ul><ul><ul><li>When companies design their web site they should focus on the customer’s needs and not on the advertisers wants. Without customers there would be no advertisers. </li></ul></ul>On-Line Branding Strategies NEW MEDIA Internet Traditional Media Print, Radio, TV
  9. 9. Chapter 4 – continued <ul><ul><li>A customer that is directed from a search engine to a company’s site is up to 6x more likely to make a purchase. </li></ul></ul><ul><ul><li>On-line brand communities foster a bond with a brand through customer relationships. </li></ul></ul><ul><ul><li>Social network sites offer companies information on trends and products from their users and they provide real-time feedback. </li></ul></ul><ul><ul><li>Incorporating product placement into games is a strategy that raises brand awareness. Some games reach millions of players so the brand exposure would be profound. </li></ul></ul>On-Line Branding Strategies NEW MEDIA Internet Traditional Media Print, Radio, TV
  10. 10. Chapter 5 Can small businesses mimic big brands’ success? <ul><ul><li>Small businesses can mimic big brands success by providing excellent services so that customers will spread the news about the company. </li></ul></ul><ul><ul><li>Today’s customers want instant gratification. Companies that provide fast results attract customers. </li></ul></ul><ul><ul><li>Companies can grow their brand by fostering relationships with customers, other companies and the media. </li></ul></ul><ul><ul><li>Companies can emulate big brand’s success by conducting research and developing new improved products. </li></ul></ul><ul><ul><li>To expand a brand companies should always give customers more than they expect. </li></ul></ul>On-Line Branding Strategies NEW MEDIA Internet Traditional Media Print, Radio, TV
  11. 11. Chapter 5 – continued <ul><ul><li>Businesses with an e-commerce brand should have a global vision; all of the major brands do. </li></ul></ul><ul><ul><li>Brands should follow big businesses example and ensure the safety of their customers’ information. </li></ul></ul><ul><ul><li>When customers feel comfortable with a brand they are more willing to perform financial transactions. </li></ul></ul><ul><ul><li>Big brands realize the importance of fostering a corporate culture where open communication is warranted. </li></ul></ul><ul><ul><li>Open communication leads to faster product development. </li></ul></ul>On-Line Branding Strategies NEW MEDIA Internet Traditional Media Print, Radio, TV
  12. 12. Conclusion <ul><ul><li>The Internet has shifted power from companies to customers. </li></ul></ul><ul><ul><li>Customers interact with brands that they trust. </li></ul></ul><ul><ul><li>Companies need to make customers feel comfortable and secure on their e-commerce sites. </li></ul></ul><ul><ul><li>Web sites should be well designed and not “too” complex. </li></ul></ul><ul><ul><li>Creating an emotional bond between a company and customer is a way to create a brand loyal customer. </li></ul></ul>On-Line Branding Strategies NEW MEDIA Internet Traditional Media Print, Radio, TV
  13. 13. Conclusion – continued <ul><ul><li>Adding interactive features to an e-commerce site is a great strategy to encourage repeat visits. </li></ul></ul><ul><ul><li>Small businesses can mimic strategies of big brands to achieve smaller scaled success. </li></ul></ul><ul><ul><li>Learning customers and providing services that satisfy their needs on a consistent basis in a safe environment will lead to brand success. </li></ul></ul><ul><ul><li>Strong e-commerce brands specialize in an area and target their product or service to the correct audience. </li></ul></ul>On-Line Branding Strategies NEW MEDIA Internet Traditional Media Print, Radio, TV

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