Brand Leverage on Digital Media
Online Advertising has taken a new trend in the last few years. Businesses want to showcase their products/service where people are, at an affordable cost and generate tangible revenues from it. This has caused a run for the mill in online advertising and branding. However businesses are lost out in the online buzz word speculations like CPC, CTR, CPL, CPM etc. This is doing their campaign or brand promotion initiative more harm than good. We agree that online advertising offers multiple advantage of text, display, real video ads (RVA) simultaneously, However Online advertising firmly placates on the promotional and brand building aspect first and later on it’s more about innovative forms of online sales promotion.
Unfortunately Online campaigns are losing out in the brand race adds experts. Brands are concerned more about revenue generation and do not place due emphasis on future strategies like product positioning, service delivery execution, campaign tracking and analytic conversions. This has made them lose out precious ad- inventory space, ROI generation and tactical consumer engagement.
Online advertising is potentially challenging but is often wrongly perceptionalized. It is underfunded with a low positive word of mouth to be an effective marketing channel among the common person. Companies taking initiative in leveraging this channel will definitely help in generating tremendous return on investment for their clients as they know Online brand leverages are rewarding and is more about experimentations.