Now-a-days marketer have aggressively adopted the practice of online branding, as it reaches large number of segment in the market. This session comprises basics of online branding.

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Online Branding

2. What is Online Branding
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Internet branding (also referred to as Online branding) is a Brand management
technique that uses the World Wide Web as a medium for positioning a brand in
the marketplace.
Website creation and optimization, social media, blogs, online press releases,
and video marketing are all methods used for online branding purposes.
A key marketing challenge in today’s multi-channel, multi-device world is the
integration of digital marketing opportunities into the traditional marketing
mix.
Leveraging the capabilities of the Internet’s network connectivity and
interactivity to drive revenue is of paramount importance to today's marketer.

3. Online branding techniques
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Some professionals believe that the goal of online branding is to have
consumers continually recognize a brand.
Others focus on integrating online branding with the overall brand experience
of customers in relation to a company, product, or other branded entity.
Brand recognition is viewed as one component among many, such as brand
differentiation (from competitors) and the "Collaboration Age" brand dialog
facilitated by Internet and mobile communications
Internet branding also involves social media interaction and integration.

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Website development is a key component of online branding as a website is used
by companies and individuals to present products and services of a brand
Website development for online branding also includes utilizing a blog to
generate content for readers interested in topics related to the brand.
Branding through social media involves sharing knowledge about the brand and
continuously interacting with customers.
Using sites like Twitter, Facebook, LinkedIn, and YouTube to share knowledge
about a brand is a popular form of online branding through social media

5. Online Branding- future trends
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From recession damage control to better, speedier customer service, online
marketing trends indicate a strong concern with the consumer market and its
current needs.
1. Online marketing trends are as follow :
Online marketing is an interactive means that opens the broader public up to
“bigger and better” customer service and products.
During the course of 2009 and further into the future, online marketing
strategies across the world are bound to be as challenging.

6.  New and Future trends in online marketing
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Marketing during recession
Recession marketing already offers “saving you money” and is expected to stay
throughout the duration of the year.
Online marketing has to get creative and stretch a country’s currency, offering
the public more for less.
The Rise Of The Small Business
Small businesses have been gradually becoming more and more involved with
online media marketing tools.
Small businesses will increase investment opportunities in websites, microsites
and custom landing pages.

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Blogs
Blogging is incredibly popular across the world and will continue to grow in
its success in the near future.
Small businesses in particular are expected to make use of this highly effective
online marketing tool in strong ways.
Social Marketing
Social media and social networking websites (e.g. Facebook) have taken the
world by storm and continue to increase in popularity.
Small businesses are set to embrace the versatile trend of online social
marketing in the near future in growing numbers with the aim of better
targeting their audience

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2. Other Online Marketing Trends To Expect :
 Cost per click : Improving the effectiveness and measurability of advertising
to a level that is more acute.
This will be important when considering that more of an online marketing
campaign’s budget will be largely put towards digital technology.
The risk is that the market will become increasingly crowded.
The benefits are increasingly profitable and thus the trend of keyword
inflation will continue to grow.

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 Cost per action or acquisition buying (CPA)
Digital advertising buying model is expected to become a lot more widely
negotiated.
It is a major online advertisers are already budgeting and spending more
than 50% of campaign budgets on CPA media.
Negotiations are set to move toward improving a company’s return
investment by requesting the best possible CPA deal terms available.

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 Data Privacy and security
Security is a major factor and constantly requires updates.
Privacy and safety related to marketing online.
Customers not only desire privacy and safety but demand it heavily.
Online marketers will thus ensure that data is able to avoid being breached,
stolen or lost as this can lose customers.

11. Advantages
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The marketing team generates an internet browser and business processes (i.e.
the creation of invoices, delivery slips, capability statements and other
elements) are automatically initiated in the background.
It’s a solution that delivers on three levels: creatively, financially and
strategically.
Online branding set up identity and ideas about brand.
Builds Trust : The image of a company brand grow as an authoritative the
trust people tend to put into what it is to suggest.

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When using social media for marketing products, social media could be
easily utilized to create cost effective strategies and campaigns that can create
viral results.
Social media has the power to drive traffic to your website, blog, articles, etc.
Social media marketing could always be a fun and creative method of doing
business.
Social media could be the spark you are looking for to attract attention to
your site, product or service. It could also be used to further build loyalty and
long-term relations with your audience.

13. Disadvantages
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The wrong online brand strategy could put you at a viral social disadvantage
and may even damage your reputation.
When you make a mistake offline, a few will know but when you make a
mistake in front of hundreds or thousands of you online audience, most of them
will know.
Using social media for marketing and advertising could be more time
consuming than companies expect.
Social media can have a negative influence on worker productivity. Employees
may waste valuable time using social media channels such as Facebook and
Twitter.

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When social media is used excessively or in the wrong way, it could have
serious detrimental outcomes on both mental and even physical health of
individuals.
Target audience is using different social networking sites makes it very
complicated to reach them. Having multiple accounts may prove very
complex to run effectively and efficiently. It may not be worth the money
and time invested.

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Thank you