Branding in the Online Space: The Emerging Frontier of New-Age Marketing
Technology is proving to be both an enabler and a disabler as far as meaningful and effective brand experience is concerned. As humankind continues to march towards an elusive and illusive utopia of technological advancement, the personal touch of the brand experience is fast becoming a thing of the past.
While it cannot be denied that the modern methods of marketing are leaving no stone unturned in ‘connecting’ with the customer, but, ironically enough, it is the ‘customer connect’ itself, which is getting lost in the process. Modern marketing, in general, and its digital avatar, in particular, are creating what can be called an ‘imaginary intimacy’ with the customer. The poor Alice-like customer is being led into a Wonderland of false promises. The clueless customer is being hoodwinked into believing that the gadget on his palm or his lap or his desk is the repository of remedies for all maladies.
The biggest demerit of the digital revolution in marketing is that it has reduced consumer behaviour to a set of split-second reflex actions. The ‘thinking consumer’ is an endangered species now. This is a casualty of phenomenal proportions, which the marketer will realize to his detriment in the long run.
eMarketer (2015), Advertisers Will Spend Nearly $600 Billion Worldwide in 2015, http://www.emarketer.com/Article/Advertisers-Will-Spend-Nearly-600-Billion-Worldwide2015/1011691 (accessed 01/24/18).
Weber Shandwick (2012). The company behind the brand: in reputation we trust [pdf] Available at: http://www.webershandwick.com/uploads/news/files/InRepWeTrust_ExecutiveSummary.pdf [Accessed 22.01.18]
Karakaya, F. & Barnese, N.G. (2010). Impact of online reviews of customer care experience on brand or company selection. Journal of Consumer marketing. 27(5), pp-447-457 DOI: https://doi.org/10.1108/07363761011063349
Moran, G., Muzellec, L. & Nolan, E. (2014). Consumer Moments of Truth in the Digital Context: How ‘Search’ and ‘E-Word of Mouth’ can Fuel Consumer Decision Making, Journal of Advertising Research, 54(2), pp 200-204 DOI: https://doi.org/10.2501/JAR-54-2-200-204
Dinner, Isaac M., Van Heerde, Harald J., and Neslin, Scott A. (2014), “Driving Online and Offline Sales: The Cross-Channel Effects of Traditional, Online Display, and Paid Search Advertising,” Journal of Marketing Research, 51 (5), 527-545 DOI: https://doi.org/10.1509/jmr.11.0466
Lovett, Mitchell J., Peres, Renana, and Shachar, Ron (2013), “On brands and Word of Mouth,”Journal of Marketing Research, 50 (4), 427-444. DOI: https://doi.org/10.1509/jmr.11.0458
Eisingerich, Andreas B., Chun, HaeEun, Liu, Yeyi, Jia, He, and Bell, Simon J. (2015), “Why recommend a brand face-to-face but not on Facebook? How word-of-mouth on online social sites differs from traditional word-of-mouth,” Journal of Consumer Psychology, 25(1), 120-128. DOI: https://doi.org/10.1016/j.jcps.2014.05.004
de Vries, L., Gensler, S., & Leeflang, P. S. H. (2012). Popularity of brand posts on brand fan pages: An investigation of the effects of social media marketing. Journal of Interactive Marketing, 26(2), 83–91. DOI: https://doi.org/10.1016/j.intmar.2012.01.003
Dholakia, U. M., & Durham, E. (2010). One café chain’s Facebook experiment. Harvard Business Review, 88(3), 26.
Pearson S. 1996. Building Brands Directly: Creating Business Value from Customer Relationships New York University Press New York NY. DOI: https://doi.org/10.1007/978-1-349-13771-8_15
Danaher P.J. Wilson I.W. and Davis R.A. 2003. Comparison of online and offline consumer brand loyalty Marketing Science. 22(4): 461-476. DOI: https://doi.org/10.1287/mksc.22.4.461.24907
[Ward M. and Lee M. 2000. Internet shopping, consumer search and product branding Journal of Product and Brand Management. 9(1):6-20.
Rowley J. 2004b. Online branding: the case of McDonald’s British Food Journal. 106(3): 228-237. DOI: https://doi.org/10.1108/00070700410528808
Fernandes, L., Rai, D.& Shetty, A.(2017). Analysis of Insternet Branding Strategies. International Journal of Latest Trends in Engineering and Technology Special Issue SACAIM 2017, pp.387-390
Online branding: Building powerful brands through online social media networks.. Available from: https://www.researchgate.net/publication/316037306_Online_branding_Building_powerful_brands_through_online_social_media_networks [accessed Oct 15 2019].
Copyright (c) 2019 Journal of Technology Management for Growing Economies
This work is licensed under a Creative Commons Attribution 4.0 International License.