We all know this and live that reality, Internet is first and foremost interactive. Consumers to decide to open up their screen and most of their web sessions start with a search engine research.
They HAVE something in mind, a goal to achieve, and they will search for something. Maybe your brand name, maybe your product name… Challenge is all the links indexed in Google under your brand names.
I believe that managing your brand communications online might come down to surprising factors:
a-Product
b-Customer service
c-Corporate practices
Because after all, what people say about your brand on forums, rating, reviews, blogs won’t be about your brand history, values and “magic story”. They will come back to what they experience as consumers which ultimately comes back to the product itself, your consumer service and how your corporation is acting as a citizen.
No wonder why building your online brand experience, and consumers’ engagement is much more complicated than buying AdWords and Sponsored Links on Facebook. It truly comes back to high-level management decisions that should impact the corporation attitude on its own as it is more more the number one factor that impacts your brand message. Consumers are more educated, aware of marketing strategies, they do give their opinion and the younger generation is even more insensitive to marketing messages.
That gives us some exciting challenges to face for the next few years, but one thing we can’t deny, advertising won’t a marketing department thing anymore, it will require involvement and inspiration from CEOs to ensure alignment across all the corporations silos. So exciting!!
Post by Isabelle Quevilly, Oct 9th
Tags: Google, online branding
