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Branding on the Internet

Branding on the Internet

Mary Lou Roberts, Eric Schwaab
Copyright: © 2008 |Pages: 9
ISBN13: 9781599049434|ISBN10: 1599049430|EISBN13: 9781599049441
DOI: 10.4018/978-1-59904-943-4.ch005
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MLA

Roberts, Mary Lou, and Eric Schwaab. "Branding on the Internet." Electronic Commerce: Concepts, Methodologies, Tools, and Applications, edited by Annie Becker, IGI Global, 2008, pp. 38-46. https://doi.org/10.4018/978-1-59904-943-4.ch005

APA

Roberts, M. L. & Schwaab, E. (2008). Branding on the Internet. In A. Becker (Ed.), Electronic Commerce: Concepts, Methodologies, Tools, and Applications (pp. 38-46). IGI Global. https://doi.org/10.4018/978-1-59904-943-4.ch005

Chicago

Roberts, Mary Lou, and Eric Schwaab. "Branding on the Internet." In Electronic Commerce: Concepts, Methodologies, Tools, and Applications, edited by Annie Becker, 38-46. Hershey, PA: IGI Global, 2008. https://doi.org/10.4018/978-1-59904-943-4.ch005

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Abstract

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.

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