Branding on the Internet

Author(s):  
Mary Lou Roberts ◽  
Eric Schwaab

Marketers have regarded the Internet as the consummate direct-response medium. The ability to interact one-on-one with customers and the ability to track their every move allowed precision targeting never before possible. More recently it has become clear that the Internet can also be used in branding efforts. The ability to blend direct-response and branding efforts is the Internet’s greatest benefit and its ultimate challenge to marketers. This article reviews evidence for the branding impact of online marketing activities. It also looks at the key concepts of interactivity and consumer experience online. It then presents a construct we call interactive brand experience and describes the Internet-specific techniques that can be used to orchestrate brand experience on the Web. It concludes by summarizing the implications of using the Internet for brand development and discussing the way in which branding on the Internet is evolving.

2011 ◽  
pp. 38-46
Author(s):  
Mary Lou Roberts ◽  
Eric Schwaab

Marketers have regarded the Internet as the consummate direct-response medium. The ability to interact one-on-one with customers and the ability to track their every move allowed precision targeting never before possible. More recently it has become clear that the Internet can also be used in branding efforts. The ability to blend direct-response and branding efforts is the Internet’s greatest benefit and its ultimate challenge to marketers. This article reviews evidence for the branding impact of online marketing activities. It also looks at the key concepts of interactivity and consumer experience online. It then presents a construct we call interactive brand experience and describes the Internet-specific techniques that can be used to orchestrate brand experience on the Web. It concludes by summarizing the implications of using the Internet for brand development and discussing the way in which branding on the Internet is evolving.


Author(s):  
Satish C. Sharma ◽  
Harshila Bagoria

Cloud computing is a new breed of service offered over the Internet, which has completely changed the way one can use the power of computers irrespective of geographic location. It has brought in new avenues for organizations and businesses to offer services using hardware or software or platform of third party sources, thus saving on cost and maintenance. It can transform the way systems are built and services delivered, providing libraries with an opportunity to extend their impact. Cloud computing has become a major topic of discussion and debate for any business or organization which relies on technology. Anyone connected to the Internet is probably using some type of cloud computing on a regular basis. Whether they are using Google’s Gmail, organizing photos on Flickr, or searching the Web with Bing, they are engaged in cloud computing. In this chapter, an attempt has been made to give an overview of this technology, its connection with libraries, the models in which libraries can deploy this technology for providing services and augment the productivity of library staff and case studies.


Author(s):  
R. Jeyshankar ◽  
A. Jeyasundari ◽  
S. Muthamizharasi

The official Website of an academic library has a different role to play in the Internet scheme of disseminating information. In this respect, considerable thought should be given on the kind of information provided and the way of its presentation on the Web. This chapter aims to study NIT and its library Websites in India. The analysis of the data represents the extent and the level of credibility possessed by the NIT Websites in India, which is the key to any successful Website of any organization, especially of any academic library.


1997 ◽  
Vol 22 (3) ◽  
pp. 12-18 ◽  
Author(s):  
Lyn Korenic

From the point of view of a student of art history in the 1980s re-entering the discipline as a graduate student, the ‘new’ art history represents a dramatically wider field of enquiry involving new methodologies, although ‘old’ art history is still pursued by some academics. The ‘new’ art history employs an interdisciplinary approach which embraces materials far beyond ‘traditional’ art historical sources, and so information has to be sought outside the art library and via the Internet. Librarians responsible for supporting art history studies need to keep in touch with teachers, with curriculum developments, and with the discipline itself; it may also be helpful to get involved in staff/student use of the Web, and to collaborate with other Humanities librarians. The way in which the ‘new’ art history branches out in all directions parallels the hypertext linkages of the Web and the complexity of our globally-connected world.


2016 ◽  
Vol 9 (1) ◽  
pp. 28-47
Author(s):  
Emanuel Angelo Nascimento

RESUMO:Inscrito na Análise do Discurso (AD) de linha francesa, este artigo tem por objetivo discutir o funcionamento do discurso do humor relacionado à circulação dos estereótipos do caipira na internet. O corpus é constituído de um conjunto de piadas publicadas no portal Humortardela e no site AnimaTunes, a partir do qual analisamos, com base nos estudos de Possenti (1998, 2010), as condições de produção do discurso do humor. Para análise desse objeto de estudo no espaço digital, leva-se em conta a noção de discurso eletrônico, a partir de Orlandi (2013), além dos estudos de Bergson (2007), Raskin (1985) e Skinner (2002) sobre o riso e o humor. Mobiliza-se, ainda, os conceitos de cenas de enunciação, desenvolvidos por Maingueneau (2008), e de estereótipos, a partir de Amossy & Hershberg Pierrot (1997), a fim de compreender como as representações do caipira emergem nos processos de enunciação humorística. A partir dos resultados das análises, pretende-se verificar como as representações do caipira são interpeladas no interdiscurso e de que forma a internet contribui para a circulação dos estereótipos do caipira na rede em sua relação com o humor.PALAVRAS-CHAVE: estereótipo; caipira; internet;discurso; humor. ABSTRACT: Based on the Discourse Analysis (AD) of French orientation, this article aims at discussing the functioning of the humor discourse associated with the circulation of the stereotypes of the Brazilian caipira on the internet. Thecorpus comprises a set of jokes published on the portal Humortardela and on the website AnimaTunes, from which we analyze, based on studies of Possenti (1998, 2010), the production conditions of the humor discourse. For the analysis of this object of study on the digital environment, we take into account the notion of electronic discourse, from Orlandi (2013), as well as the studies of Bergson (2007), Raskin (1985), Skinner (2002) about laughter and humor. We also put together the concepts of scenes of enunciation, developed by Maingueneau (2008), and stereotypes, of Amossy & Hershberg Pierrot (1997), in order to understand how the representations of the caipira emerge in the processes of humor enunciation. From the analysis results, we intend to verify the way the representations of the caipira are challenged in interdiscourse and how the internet contributes for the circulation of the caipira stereotypes on the web in its relation with humor. KEYWORDS: stereotype; caipira; internet; discourse; humor.


Author(s):  
Fang Wan ◽  
Ning Nan ◽  
Malcolm Smith

Though marketers are aware that online marketing strategies are crucial to attract visitors to Web sites and make the Web site sticky (Hoffman et al., 1995; Morr, 1997; Schwartz, 1996; Tchong, 1998), little is known about the factors that can bring out such a compelling online experience. This chapter examines how specific Web atmospheric features such as dynamic navigation design, together with Web users’ surfing goals, can lead to an optimal online experience. In addition, the chapter also examines the consequences of an optimal surfing experience on consumers’ attitudes toward commercial Web sites/brands (promoted on these sites) and purchase intentions. In this chapter, we review related research on online consumer experience, identify two key antecedents of the optimal online experience, report an experiment testing the effects of these antecedents and provide insights for future research.


2015 ◽  
pp. 72-97
Author(s):  
Satish C. Sharma ◽  
Harshila Bagoria

Cloud computing is a new breed of service offered over the Internet, which has completely changed the way one can use the power of computers irrespective of geographic location. It has brought in new avenues for organizations and businesses to offer services using hardware or software or platform of third party sources, thus saving on cost and maintenance. It can transform the way systems are built and services delivered, providing libraries with an opportunity to extend their impact. Cloud computing has become a major topic of discussion and debate for any business or organization which relies on technology. Anyone connected to the Internet is probably using some type of cloud computing on a regular basis. Whether they are using Google's Gmail, organizing photos on Flickr, or searching the Web with Bing, they are engaged in cloud computing. In this chapter, an attempt has been made to give an overview of this technology, its connection with libraries, the models in which libraries can deploy this technology for providing services and augment the productivity of library staff and case studies.


Author(s):  
Sonia Ferrari

The Web has become one of the most effective means of communication, and electronic marketing is rapidly transforming the way organizations communicate and operate in many areas. This chapter describes the Internet evolution; in fact, it is no longer just an information tool but has become a new dimension, allowing firms to learn more about their customers, communicate more effectively, promote and market products, services, companies, and brands. The evolution of the Internet, from Web 1.0 to Web 3.0, has resulted in a radical change in marketing strategies and tools in many businesses.


Organizacija ◽  
2015 ◽  
Vol 48 (2) ◽  
pp. 99-111 ◽  
Author(s):  
Zdenek Smutny

Abstract Background and Purpose: Doing business over the Internet has become increasingly competitive for many companies. The aim of this study is to analyse the current state of utilizing online tools, approaches of Czech companies to the management of online marketing activities and to identify weaknesses and opportunities of these activities. Methodology/Approach: The paper presents empirical research that uses two different approaches in investigation: (1) descriptive quantitative research of current state, based on examination of websites of a sample of 4,584 Czech companies and (2) questionnaire survey among 161 Czech companies which do business via the Internet. Results: There is a large gap that currently exist between the use of social media and its connection to marketing activities. The competitive level of the use of social media in the Czech Republic is still low compared to the USA companies. The online marketing management (OMM) of the majority of companies rely on individual assessment and do not use any metrics or management methodologies. One of the main problems of OMM is the ever increasing number of tools used in marketing activities as well as low possibility of a broader perspective on the success of cross channel marketing activities. Conclusion: In the future, it is expected that a large number of Czech companies will increasingly use online tools as social media for their marketing activities. In the context of this development they cannot rely only on individual assessment to manage these activities as they do currently, but they will have to use comprehensive tools or methodologies. Based on this, we can conclude that Czech companies still have enough opportunities for a better use of online tools for marketing purposes.


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