Brand Building in Today's Aggressive Market

In our whirlwind society, we are constantly being bombarded with advertising. The barrage makes it fairly difficult for advertisements and promotions to have a lasting affect on the public. But the fight to raise brand awareness is still going strong. In fact, a recent Radar Research Study indicates executives are focused on building brand awareness more than ever – more than 62 percent said it was their top objective, according to MediaPost's SearchInsider.

Modern consumers do not differentiate between online and offline channels, therefore one should not be exclusive of the other. Companies are increasing brand awareness by using multiple channels create one cohesive campaign.

For example, one savvy automotive manufacturer, GM (you may have heard of them), purchased search engine keywords that were featured in a competitor's offline Super Bowl advertisement. When people searched for those key terms, the article says, they were presented with a GM online ad and branded landing page. GM's online brand building benefited at the expense of a competitor's major advertising dollars.

Companies that are using the Web to enhance consumer interest as well as reflect the messages of the offline promotions are setting themselves up for success. Through this integration, companies are seeing an increase in brand awareness and overall interest in what the product/brand/company is going to do next. Companies that chose not to implement fully integrated campaigns that seamlessly mesh online and offline efforts will find themselves lost in the shuffle of a busy society that doesn’t distinguish between the channels, and just may ignore the brand.