What is online advertising For Brand Awareness?
What is online advertising For Brand Awareness?
Being brand aware means being aware about the existence of a company’s products or services. It also typically infers that the consumer who is brand aware, views the brand in a positive light. Online advertising can enhance a company’s brand awareness, so long the following conditions are met:
The product must help the customer (example: Coke helps quench the thirst and it tastes good as well; Diesel Jeans help you display your attitude, etc.).
It must be priced right – neither too high nor too cheap.
It must be high-quality.
It must deliver as per the brand promise.
It must compare favorably to the competitors’ products.
Once a product possesses these characteristics, it can create solid brand awareness by using online advertising.
Online advertising helps build brand image
The online world is very viral. If a person likes a product, he will post a review and recommend it to his online friends; if he hates the product, he will rubbish it in his reviews and tell his friends to stay away from it.
Online interactivity has received a tremendous boost after the arrival of smartphones and you can now see people either chatting away or texting on their mobiles in their spare time. This is what has made viral marketing such a big play in the online world.
So, a company can exploit online advertising to build its brand image so long its products and services meet the conditions mentioned above.
How to build brand image using online advertising
Companies can release PPC (Pay per Click) and banner ads on Google and Facebook. The messaging tone and the colors used across all ads(text, banners, etc.) must conform to the desired brand image.
If one tone is used throughout or per campaign, the user can recognize a brand even if he spots a logo – for example, the minute you see a swoosh you know it’s Nike even though the logo does not contain any words.
Raising brand awareness by using Internet advertising needs careful planning. For example, Facebook is a place throbbing with 600+ million users, and it is a place where friends hang out.
It is not a serious ecommerce channel. So, advertisers must build in excitement into their ads – for example: they can create a happy Facebook business page and post an ad that promises a free giveaway or a discount when a visitor likes the page. Similarly, the company can write out a crisp and sober PPC ad and release it on Google to targeted prospects.
Brand awareness ads do not sell a product. Online ads that can raise brand awareness entice a prospect to visit the company’s website or social media page (on Twitter or Facebook) to know more. These ads entice the prospect to sign up for freebies or discounts, or they may give away free products or information.
The whole idea behind brand awareness ads is to make the prospect sign up and entice him to try out the product, and then become its online evangelist because the product is well-made and it provides immense value for money.
Advertisers must not expect people to become brand aware after a single ad. Building brand awareness using online advertising takes time and patience, and therefore, all advertisers must set aside a budget for it. And the returns are terrific, once they start rolling in.