4) Brand Extension
This is not a new concept, it’s simply been applied to web properties. The strategy issimple: where your market is, so should your brand.
A) Web Advertising
I’m sure you’re all familiar with the banner, tile, or skyscraper advertising (IAB)model on websites. This age old strategy simply suggests that if there are eyeballsyour brand should ‘impress’ upon the users. Click through rates are typically in the1% or lower rate, sometimes success is measured by brand impressions, (visitationby traffic). These ads are static and do not change even if the content on thewebpage changes.
B) Contextual Advertising
These targeted ads will be served up on the webpage depending on the contentthat’s on the page. This is a more ‘intelligent’ and therefore more relevant than WebAdvertising, which may not be targeted at specific content. This form of advertisingcan be text, images, media or other form and are common on websites, blogs, andare now appearing on web based emails sites.
C) Sponsorship and /Cross branding
This is a method of promoting your brand with the right audience in which theproperty is rewarded for integrating your brand. This can occur on content sites,shows, media properties, blogs, podcasts, and just about everything else.
D) Social Advertisements
Having just appeared this year from Facebook, it uses contextual information fromusers who have become “Fans” of a brand, then ads are severed to their network, inan endorsement. This has been highly controversial, and the return on investment isnot yet known.
E) Widget Advertising
Having just appeared this year from on containers like Facebook, Bebo, LinkedIn,and Friendster, widgets have proliferated at an amazing growth rate. Expectadvertising networks to form over the next year, where a brand can purchase spaceon any number of widgets across different social networks and communities, groupssuch as: RockYou, Slide, Widgetbox, and Watercooler to start with.
F) Affiliate Marketing
Affiliate marketing programs compensate partners and alliances that bring referrals,leads, or sales. While it overlaps with other forms of web marketing, the goal is toprovide the right content or products to the target demographic. Examples of thisinclude placement on comparison shopping sites, loyalty sites, and product reviewsites.
5) Community Marketing and Social Media Marketing
eMarketer’s research indicates that this is the fastest growing area of growth for WebAdvertising and Marketing is in the Social Media space. In my experience, theawareness rate is around 30% and deployment 10-20% for most corporations. Someof the tools listed below are not new, while some become critical in how prospectsfind information about products. Remember this section is less about the tools than itis about the end result: people connecting with other people.