Blog

Too many times I see that organisations ask themselves the question if they should adopt product or corporate branding. Without going too much into detail, I would like to give you some insight in the answer.

The future lies with those people who can find the right balance between the two. It has become more difficult in these modern times however, because the consumer has the possibility to inform himself better than ever.
    

If you ask me, e-commerce is more than just selling your product, it's about online selling of your products, but also your ideas, brand and image. The narrow opinion of an online selling tool still in the way of great online campaigns. Unlike the old media like advertising and snail mail, the online media can even be tracked better. They act in the same way hoewever. There is someone out there who is interested in your product and gets some more info by reading an add or a mailing. His view of your brand can be enhanced by this, which doesn't mean he will immediately be buying it. Search engines, emails and your website act in the same way, but sometimes even more effective...they get more rapid access to the info and can make their decision even faster.

In our view, the consumers are adopting a style of mixed mode buying, where they get their info online and offline, before hte buying process starts. A major advantage of the internet is however that it can serve the customer throughout the entire buyng cycle, where offline tools are only suited for one part of the process. An extra for you as a company is that you can follow-up these prospects close-by.

You see, it's not a question of choosing between offline or online media, it's a question of how well you mix suits you and your customers...