Environment Matters

Now’s the time to build your brand online

To build your brand online, you need to take the same care with it you do offline. Take full advantage of the medium, and the opportunity. Your audience is here. The time is now. And the environment matters.

Brands have anlaysed and acted upon their customers’ migration to the web. Budgets have shifted to online to drive search results, target groups of consumers, and engage people on social media sites. While these efforts aren’t wasted, they don’t make the most of all the web has to offer. It’s like trying to run a traditional campaign using only coupons or direct mail – they’re perfectly good for specific objectives, but not nearly enough to build a brand on.

Not only are the current tools ineffective, but this race to the bottom of the purchase funnel can also put brands at risk.

To capitalize, marketers need to complete the connection that’s missing, as media and technology companies make things safer, more useful and more beautiful. Brands must consider the following:

• Content engages users. 53% of the time people spend online is with content. Searches are fast, clicks momentary. But the quality time is spent with content. The better the content, the better the user experience.
• Context makes all the difference. The right digital environment sets the stage for meaningful interaction by fostering trust and delivering relevant, attractive advertising within quality content. The connection is crucial for enhancing brand awareness and consideration, and ultimately, creating the best possible relationship with users.

In partnership with GFK, AOL proved in order to maximize the effectiveness of a schedule, planners should factor in users site “trust”. Once the ad is placed in a trusted environment, higher ad engagements will follow. To find out more on this recent study contact Philip Bird, Head of Research at environment_matters@teamaol.com