Consumer media habits are changing due to advances in technology. People now spend more time online than using traditional media like television. Being online allows for targeted digital advertising through methods like SMS, email, and Bluetooth. Brand development aims to make a product well-known in the marketplace and build awareness, familiarity, and positive imagery, while direct-response marketing solicits a direct, quantifiable response between the viewer and advertiser. Major branding concepts include the brand promise, brand attributes, and brand personality. Marketers are using personalization, co-creation of content, purchase process streamlining, customization, dynamic pricing, and brand communities to build and reinforce brands online.
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