After e-commerce companies complete a challenging and tedious process of clarifying their goals and identifying their customers, they must decide how they will define themselves within the new global marketplace. Each must decide what will make them unique and decide how they will use this unique selling point to attract the customers the)’ have already identified.
The process is called marketing and branding. Good marketing dictates how many customers will arrive at and view your Web site, and good branding dictates how they will remember your site and whether they will return.
The principles of online marketing vary little from the principles of marketing bricks-and-mortar businesses. Like the most successful traditional retailers, the most successful e-commerce companies place a major emphasis on marketing their sites. These sites take advantage of traditional advertising channels through traditional media, such as magazines, newspapers, and radio and TV commercials, as well as the new channels available via electronic media, such as banner ads, search engines, and e-mail distributions lists.
In marketing, the goal for any back-and-mortar or online business is similar: to entice customers to try your product or service, with the hope that their first experience will be a positive one and that they will return as customers again and again while referring new customers- In branding, the goals are brand recognition, customer loyalty, and better word-of-mouth advertising.
Branding online is more than simply moving a print identity to the Web, however. Instead of a good graphic design, your brand in e-commerce is much more influenced by customer?s experience on your Web site. Online branding is wholly interactive. Every element of a Web site?its entire look, feel, con tent, and service?contributes to its branding online An e-commerce company will have one shot at getting the branding right, or its visitors either will forget about the site.
Good online branding should result in customers having a positive, unique, and memorable experience on your site. Online branding is wholly interactive. Dissatisfied visitors and customers won’t complain; they will leave and go elsewhere.
Depending on your budget, some forms of marketing and branding may be too expensive to deploy immediately- On the other hand, some may prove less expensive than current methods of selling your products and service in the traditional retail marketplace.
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