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Corporate identity and image design rules of the past
are gone and so are the principles of old-fashioned
mass marketing blitzes. What is now new is to aim for
the targeted areas with powerful, unique global name
identities and apply the latest of cyber-branding skills.
The laws of e-commerce and Internet marketing are just
the right steps in the right direction.
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Every hour there are
new changes to our old ways of thinking about
traditional marketing rules. While we are all
very deep into e-commerce, we must be aware of
whether we are either already very successful
or still learning the processes. Here are some
cutting-edge rules to ensure good returns on e-commerce
and Internet marketing.
Laws of Visibility
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Seven
New Laws of
Global Marketing
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One is either highly
visible or simply lost in the dark. Today, with millions
of competitive pages on the Internet poised against
one another, it is critical to be visible. Businesses
are paying dearly to advertise on the Internet as a
key effort in e-commerce and Internet marketing -- and
waiting for the clicks and hits. There is just no other
way. Logos and fancy artwork is dying. Lucky are the
ones with a great name identity that directly helps
them jump to the top of the search results or on the
front page. Most names are just buried with the structural
problems of their URLs and lost on search engines, however.Discover
the finer methods. Research the brand new rules of global
naming so that your domain names can become visible
and your name identity becomes a real asset. It is easy,
your competitors are doing it right now.
Laws of Respectability
One must be sober enough
to run a business or it's a hit and run project on the
block. Shareholders and customers are very serious these
days and are in no mood for companies turning their
hard investments or monies into some joke. Days of silly
personalities and overly exaggerated claims and weird
ad campaigns, which often challenge the sobriety of
the business, are passé. Internet branding images and
corporate name identity must be respectable and trustworthy.
Lead, follow or get out of the way.
Laws of Dependability
One can deliver either
what one says or they can produce smoke and mirrors.
There is so much fakery out there; make sure that the
delivery of goods and services is there to match the
claims. Everyone wants real things, services or any
ideas that end-users can depend on. There is a lot of
mistrust in the market, and one must create an environment
with the overall business model, name identities and
marketing message that clearly reflects the dependability
aspects that will ensure the delivery of the promise
-- guaranteed. Otherwise, what is the point of the entire
exercise of e-commerce and Internet marketing? Demonstrate
a real value.
Laws of Memorability
The business image is
either worthy of remembering or the sooner one forgets
it, the better. There has to be a way to remember the
name and identity of the concept. If the business image
is too complicated or way off target, then it is a wasted
effort. There will be no residual or any brand value
assets this way. Endless spending of ad dollars will
only keep the business image and names alive as long
as it is in front of the face; seconds later it will
be forgotten. The art and science of having unique positioning
with a true name identity is what makes an unforgettable
personality. Create lasting image.
Laws of Typeability
A Web address can either
be typed easily or it gets tangled in errors. Today,
all domain names and URLs are typed, on large keyboards,
small PDAs and too many other gizmos. Typing is now
forced upon us no matter what. Simple and easy names
are the best. Discover the new rules on how to make
your Web addresses workable and free of typing challenges.
Make it easy.
Laws of Globality
One is either savvy
on global e-commerce realities or not. One could be
very local selling milk and honey from the local barn,
or they could sell the same product across cities or
countries. The customers are more easily accessible
on a much wider bandwidth rather than one the width
and length of the dirt road. Globalization is a subject
that should be taught in very early grades, and the
more we understand this, the better. We all live and
work locally, but we must reach out to the global corners,
at least in our general and business understanding.
Marketing is only global.
Laws of Protectability
One either has all ideas
and corporate image with name brands properly secured
on the global markets or they are open to all kinds
of exposure. Registering a business or a mark in a single
country of origin is just an elementary process. True,
all companies do not have the need to set a global protection
plan. However when a corporation starts spending large
amounts of money in advertising and starts exports in
a few major markets, then the first issue should be
a globally protected name and identity. This will be
the smallest outlay for such a huge and powerful asset.
Own it.
Summary
Businesses, irrespective
of size or any other component, must embrace new rules
to cope with these new realities. The road to commerce
is pretty clear and opportunities are there, provided
one can navigate properly.Corporate image design rules
of the past are gone and so are the principles of old-fashioned
mass marketing blitzes. Discover the true procedures
to acquire unique global brand name identity as this
will never be achieved by using the traditional branding
methods. What is now new is to build an icon and directly
aim for the targeted areas with powerful, unique global
name identities and apply the latest of cyber-branding
skills.The laws of e-commerce and Internet marketing
are just the right steps in the right direction. The
future is bright, just go for it.
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Naseem Javed, author of Naming for Power
and Domain Wars, is recognized as a world authority
on Global Name Identities and Domain Issues. He introduced
The Laws of Corporate Naming in the 80's and also founded
ABC Namebank, a consultancy established in New York
and Toronto a quarter century ago. Naseem conducts exclusive
executive workshops on image and name identities issues
via web conferences. www.azna.com/ceo.htm
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