Date: 28th May 2020.

To:
From:
Subject: from online presence to online brand.

Hi

For my research report, I would like to select the topic that is a shift from online presence to online brand. I am
interested in this topic because of its relevance and importance in current corporate world and use of the modern
technology and the changing business models consequently. Business models and patterns are changing with
the excessive use of digital marketing and the online presence have more impact on sales than that of physical
presence of business. Modern e-commerce stores that have strong online presence have now become online
brands.
Below are some of the article that help me to explore and understand the topic.
A Study on Interactivity and Online Branding by neelotpaul. Online branding is not a modern term but was
identified recently. Brand marketers always try to engage themselves to differentiate their product from the
competitors and to build a strong relationship with the customer. Internet is an important source of
communication between a brand and its customers. Brand marketers can change offering to the customers
timely according to the preferences of customers. Internet provides a perfect platform for the brand awareness
and customer loyalty. This research article try to reveal the underlying relationship of interactivity and
branding. In this research paper, different articles are studied to find their interactivity using internet and other
digital technologies.

Neelotpaul, B. (2010). A study on interactivity and online branding. Advances in Management.

[ CITATION Luc20 \l 1033 ]

An article on the topic of Creating a Strong Online Presence for Marketing Success by Lucy Godwin. This web
article provides some foundation on which an online presence can be converted into online branding. In this
research article, author have briefly described that the way through which a brand can be made online. In this
web article, author mentioned a research that states that 97 percent of the customer google local business when
they need some thing in the market. Arthur further mentioned that  online presence is important for outbound
marketing because it reinforces your brand and what you offer to your target market. In this web article , the
three key elements that are important for the strong online presence are mentioned that through which an online
presence can become the online. The three elements mentioned are website, SEO and social media. In this web
article she gave an overview of SEO that SEO is an abbreviation of search engine optimization. SEO includes
all the tools and techniques that are required to raise the website ranking in the google search engine and all
other search engines. She defined social media uses as Social media is considered an important platform or tool
that is used by the business world to promote their products and services to the customer or target audience
effectively. She then gave a brief discussion about the importance of having an attractive website. For me this
article is easy to understand and give me some understanding of working of digital marketing to enhance online
presence.

Optimizing your digital business model by Peter Weill and Stephanie L. Werner published MIT Sloan
management review. This research article played an important role in enhancing by understanding about the
concept of online presence and digital marketing. I get answer of my question in this research article that “What
does it take to create the strongest possible online presence?”. This research article contains the basic digital
business model and author stated that digital business model have three components that are Content,
Experience and Platform. The researchers argues that content is an important and integral part of having an
effective digital business model. Through attractive and useful content , customer can easily have required
information about the product or service. The content should be engaging and user-friendly so that the customer
spends time and make an intention to purchase that product as well. The second element of the model is
customer experience. Experience can include customer-facing digitized business processes, community and
customer input, expertise for informed decision making, recommendations, tools and interface. The last element
that author stated in this research article is platforms that includes both internal and external platforms like
business processes, customer data, technology.

Weill, P., & Woerner, S. L. (2013). Optimizing your digital business model. MIT Sloan Management
Review, 54(3), 71.
Online branding strategies of UK fashion retailers by J Rowley. This research article is very popular among the
article based on the subject of online branding. This article contain all the guideline that are required for
effective online branding and presence. Findings of this specific research article explains some underlying
secrets of the successful online branding that includes engagement after first sale of the product to the new
customer. Most of the fashion stores do proper follow up of the customer after they purchase a product by using
CRM software’s and email marketing like techniques. all fashion retailers achieve consistency of visual
identity between the online and other channels, their use of the online channel to communicate brand values,
and to promote brand relationships is underdeveloped.
Rowley, J. (2009). Online branding strategies of UK fashion retailers. Internet research.

These preliminary research article has increased my interests in this topic and have made me more enthusiastic
about further research in this evolving dimension of online marketing. These articles helped me to get proper
oversight of the models, processes and techniques of the online or digital marketing and tells me more about the
shift from online presence to online branding.
Rowley, J. (2009). Online branding strategies of UK fashion retailers. Internet research.