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Selling via Internet.

India, April 28 -- Brands are always on a lookout for new strategies of promotion as the consumers are more active on the issue of purchasing. Earlier the trend was to stimulate and promote the product directly but now it takes place indirectly. Amid the array of search engines available, the World Wide Web started a new era of web branding.

Web has certainly made a mark in the world of communication. Internet is now consumed by everyone - from students, entrepreneurs, professionals to brand managers - who are involved in decisions about brand development in organisations, advertising agencies, design houses, event management companies, freelancers, young designers, public relations and corporate communication professionals, educational institutes, alumni from design and art colleges, smallscale organisations and Government departments to almost by everyone of us.

"The complete world has become a global village, courtesy the Internet. Web has liberated the consumer and this has brought changes in the behaviour of consumer which is both good and dangerous," says Kundan Joshi, VP, JWT. Every consumer considers himself sufficiently knowledgeable to make choices, he only wants to be facilitated, helped and guided but doesn't want to be interrupted.

Considering the changes in the brand promotion scenario, it has been concluded that the power lies in the content itself not in the product. At present social networking sites like Facebook, Twitter, Foursquare and blogs are acting as the ace for the companies to promote themselves. Nike presents an excellent example of how it became a popular brand without much advertising the product, cited an expert. The brand used various social networking sites and organised the Human Race for people who enjoy running from all over the world. It was a huge success because the brand realised the interest of its consumer.

"Today, the whole idea of marketing and branding exercise has changed to a great extent and thanks to the availability of various sources in the Internet, one can reach the target audience and provide them with the right information," said Manoj Kumar, Campaign Manager, Google Adword.

The idea is to bring in more people to interact and share their experiences, giving special offers making brand a symbol of emotion, values and experience. Emphasising the urgent need of brand building exercise through the Internet, Venkatesh Sarvasiddhi, Head, Architect Marketing, Microsoft India said: "Today, at any point of time, we can't ignore the importance of the web as far as building and sustenance of a brand is concerned, irrelevant of the size. It has instead become an integral part in brand building exercise which can contribute in its positioning and reaching the right target audience resourcefully."

Web is how one can make their presence felt through design, technology and innovative positioning. An American company Burger King used Facebook and did something interesting. They asked people to dump 10 friends and get a whopper burger in return. The result was remarkable. People actually started dumping their friends. This added to the brand's popularity. Even educational institutes like Pearl Academy of Fashion are imbibing the technology for branding to their students.

Published by HT Syndication with permission from Pioneer. For more information on news feed please contact Sarabjit Jagirdar at

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Publication:The Pioneer (New Delhi, India)
Date:Apr 28, 2010
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