Internet Marketing Study Guide

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Brand Awareness

Levels of Brand Awareness:

Recognition – aided – remember hearing or seeing a brand

Recall – unaided – a step up from recognition

High vs. low involvement

Brand Image favorability, strength, uniqueness

Stages of Brand Development:

Awareness → familiarity → positive imagery → completed transaction

Strong brand development includes:

- Interactivity

- Attention and engagement

- Targeted marketing

- Information-driven marketing programs

- Look into your target market and their preferences

- Integrated with offline brand-building

Brand Building Activities

- Excellent product, customer experience

- Target audience – media use, stage in process

- Branding objectives are essential, have clear metrics

- Consistent message

- Compelling creative aspects

- Balance online and offline

- Relevant content, distributed to the audience

- Engage with audience, monitor online buzz

- Grow and evolve brand development efforts

Brand Community

- 20th century – demise of traditional community

- Communities began to form around the consumption of a brand

- Harley’s, Jeeps, etc.

Brand Community specialized community based on structured set of social relations centered around a brand

3 Brand Community Markers:

- Shared Consciousness of kind – intrinsic connection and collective set of difference from those not in the community

- Socialization, communication

- Brand users talk about use of brand

- Computer-mediated environment crucial

- Local chapters message boards & blogs

- Legitimacy crucial

- Oppositional loyalty – must oppose competing brands

- Rituals & Traditions

- Celebrate the history of the brand

- Annual events, knowledge of the history

- Artifacts

- Merchandise – sold or collected

- Moral Responsibility

- NOT feeling like they should bring others in

- New members are taught the proper use of the brand

Video Advertising

- Many types of videos: tutorials and how-to’s, slideshows, product demonstrations, case studies, testimonials, series

- Professional production quality is not essential

- Think of your brand, your product, and your audience/target market!

Elements of Video Marketing Strategy

- Publish

- Compelling stories

- Other customer-related content

- Optimize

- For search and sharing

- Promote

- On your channels

- Other publishers

- Analyze

- Platform metrics

- Metrics suppliers

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Chapter 15: Social & Regulatory Issues: Privacy, Security & Intellectual Property

PII Personally Identifiable Information

The Role of Trust in Facilitating Internet Activity

Most important factors of creating trust:

- Quality of product

- Transparency

- Projecting a trustworthy image

- Good treatment of employees

- Businesses must align their mission and operation with the social good

- Current media landscape = skepticism and you must have multiple voices

- Trust = “protective agent” → conveys tangible benefits

- Lack of trust is hard to change

Advantages of Building Trust

- Reduced customer acquisition cost

- Higher profit margins

- Customers are willing to pay a premium to brands/retailers they trust

- Growth

- Long term competitive advantage

Dimensions of Trust

- Security

- Data control

- Personal access

- Benefit

Trust agent person translating an organization to the web, how to be human at a distance