By Mizzy Harris, training development manager, IAB
Brand spend online has increased a whopping 50% in the last two years, confirming that brands are now starting to realize the true potential of using the internet as a brand building tool. As this area continues to expand, new opportunities are developing all the time, attracting brands of all types and sizes. But just how should you go about tapping into this potential? Below are the IAB’s top tips to help your brand get the most out of outline.
Digital advertising offers clients a wealth of opportunities across a number of disciplines from search to display and video to mobile. The key to success is to harness the power of each of these disciplines and make them work together to grow your brand online. It’s vital that when you think digital, you do so in a joined up way.
Soon all brands will know digital as well as they know TV and print. One of the main points of difference will be creativity. Using digital to create a great creative brand story across a matrix of channels is a way to stand out from your competitors. Digital is a great platform on which to launch and test a new creative approach without huge cost implications. Don't be afraid to try new things.
Online brand building means not only creating desire but also developing authenticity and trust. Online consumers’ behaviour changes continually but a constant is their trust in the authenticity and value of natural links. By developing a strong organic search strategy, brands can ensure that they are positioned in the forefront of consumers’ mind thus making them a trusted and authentic online presence.
Learn from the big brands
According to recent UKOM figures, established brands such as John Lewis, Tesco and Argos now account for half the places in the UK's top 50 web brands. Some of these ‘traditional’ brands may not have been first in the race to build their brands using digital technologies, but they are making up for that now. Learn from this experience by embracing the web – even if it’s not something you are known for.
Learn from the small brands
The digital space can offer a cost-effective solution for brands looking to grow their audience base. When integrated well with the offline world, this can reap huge rewards. A famous example of this is the price comparison website comparethemarket.com. Most people have been exposed to Aleksandr Orlov. Like him or loathe there can be no denying he’s made an impression.
As brand spend continues to rise, one thing is clear – your competitors are already taking advantage of the great branding opportunities offered by digital advertising. Are you?
On the 14th March the IAB is running the ‘How to build your brand online’ training session. With a wealth of opportunities to offer your brand, this one day IAB certified course will show you how to make the most of online. We encourage every brand or marketing manager to attend. To secure a place for the session simply email firstname.lastname@example.org.
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