The Power of Branding – II
Yesterday, I talked about the power of branding in relation to product returns. That’s just a simple example of how powerful creating a brand is. My thoughts for this article have been percolating for about ten days now, so imagine my surprise when I received an article this morning describing the power of online ads that don’t get clicked on.
Online advertising is not just about the clicks, as a recent study from marketing firm Eyeblaster clearly illustrates. Users can engage with advertisements without actually clicking through.
In fact, Eyeblaster is even trying to coin a new metric called “dwell time.” This is in reference to the amount of time a user “dwells” on an ad. This could mean different things depending on the nature of the ad. It could be how long the ad is viewed if it contains video, how long it is expanded if it is expandable, etc.
Interesting. Even though someone doesn’t click on my ad or my search result, they’re still exposed to my online message! If a message is repeated enough, or repeated in different ways, it can eventually pay off. When I read this article, I immediately thought of the old Orbitz ads with the games…either baseball or miniature golf. If you clicked on the ad, you got to play a Flash game for a minute or two, branded with the Orbitz name. After a few plays, a landing page would open up in a new screen. Simple, yet clever. Life Savers has accomplished a similar feat with its Candystand game site.
Of all the methods to brand a product, service or even an individual, the Internet seems to be one of the most powerful ways. Advertising has evolved from a game of eyeballs (CPM) to a much more targeted process. Without the web, this transformation wouldn’t be possible. The decline of newspaper, magazine and TV advertising is proof of the phenomenon.
Why is the web so powerful?
- Low cost – In the beginning, twelve years ago, the costs for entering the web were much higher. With advances in technology, everything can be turnkey and low cost. If you don’t want a free blog like WordPress or Blogger, get a content management system – also for free.
- Low barriers to entry – Besides cost, it used to be that technical knowledge was needed to launch a web presence. The same free software that eliminates costs, also reduces required technical expertise. If you can operate a word processor, you can operate a blog or CMS.
- Cloud computing – I’m going to group a few things into this category, social media in particular. With Twitter and Facebook, a person or company can create a presence with no technical knowledge and no cost. Ashton Kutcher’s challenge to CNN is a great example.
What do these changes in branding philosophy mean? It means every business, organization and person who wants to be successful must have an Internet plan to market themselves. What’s yours?