Branding and Social Media - Page 8 of 9 - Branding Strategy Insider

The marketing landscape is increasingly chaotic and getting more so.

  Consumers are bombarded with more messages than ever before. Refining and clarifying your target segment is becoming evermore important as mass-messages are falling upon deaf ears.

Customers will talk about your company, its products and services, whether you want them to or not. And online there are a multitude of places to do so. The question is, do you as a brand facilitate or participate? I will argue that you should do both, and tell you why.

In the 90s we all got a bit carried away with the Internet. Marketers wondered when Internet marketing expenditure would exceed traditional forms of communication. One bestselling article in the Harvard Business Review concluded that the Internet would render brands obsolete.