Brands in Decay?
Out of context: Reply #11
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I don't think this is necessarily a new concept. I think over time, the "brand landscape" has been diluted so much that consumers (or conzuumers) are now blind to blatant branding. As a result, businesses can no longer promote goods and services as just brands. They need to reach out to the consumers and sell a lifestyle. Any good marketing campaign is based on this theory. Knowing your demographic and relating to their lifestyle, not just telling them that they need to buy your product.
The internet has only polluted the market further. Google may not have a 30 second spot on TV but that doesn't mean they don't advertise. They promote themselves heavily in the online arena. That's where their audience is.
These days with targeted advertising on the internet, advertising is even easier. Based on the sites you visit, your interests, memberships etc. you get ads served to your IP address. There are currently debates about breach of privacy with this sort of ad targeting but it seems to be the emerging standard for online advertising.
Search, which is currently the most powerful online tool, is slowly becoming redundant as companies pay to have their sites appear at the top of search results. The rest of the page is then filled up with nonsense from people’s bogs and Wikipedia links. So slowly the reputable sources of information are lost amongst the sea of garbage being served online.
The company I work for is a direct competitor to Google and we do a lot of user research. Approx. 9% of users see ads online. Even less click on them. The rest instinctively scroll passed them.
A vast majority of people use Google. Google has in fact replaced the team "search".Do people click on paid search results? Absolutely not. Again a miniscule amount of users click on paid results, and even then it is only if they were actually looking for that site. Almost all our users complain that it's almost impossible to find what you want sometimes.
So is the internet really the future for successful brand promotion?
I don't think so. In the end it will always come down to a great IDEA with a mixture of online and offline media as part of the campaign.Is brand decaying?
Absolutely not. Companies / businesses just need to promote them more cleverly.- nice points.
i think you might have meant "diluted" instead of "polluted", howevermadirish
- nice points.