Management of digital brands
In a short time, perhaps a five-year period, digital brands have achieved as much or greater recognition as traditional ones. Brands like Yahoo! o Amazon have penetrated so much in the minds of consumers that they are compared to traditional brands, globally successful, such as Coca Cola and McDonalds, why have they positioned themselves so quickly in the minds of consumers? Maybe you are thinking that they are It must to the same speed at which the internet grows and you are surely right, but there are factors that go further.
Dot-coms must first consider the three essential factors that make up a brand: the sum of the personality, presence and performance of a given product or service in the mind of the consumer; they must also add a factor: online, the brand is the experience and the experience is the brand.
Why talk about the experience in the web world, because web consumers are mainly information consumers, their concept of one or another site has a lot to do with their experience in it, that is, with their perceptions. And it is that as in "the real world", consumer perceptions are what ultimately allow a brand to position itself in their mind.
Example: Suppose you buy a television in a hypermarket in the real world and you have a bad experience with the cashier at checkout, most likely the image you had of the store changes for the worse, you will not relate the product you bought, that is, your brand, with that unpleasant experience. But if you buy it in the LG electronics virtual store and there are problems in the delivery time, surely you will relate the bad experience with the producer, that is, with LG and not with a problem with the courier provider. This is why websites must deliver a completely satisfactory experience to their visitors.
The factor that, in my opinion, mainly affects the management of web brands is the ability of consumers to visit and learn about millions of sites, that is, the internet gives consumers much more power than traditional commerce, it makes them more critical and demanding, that's why experience weighs so much.
This factor makes websites, not only those of commerce but also those of media and services, seek to create a brand from the perspective of the consumer and take special care of all the details in the process of their experience, from design to after-sales services., in the commercial case, or the update in the case of the media.
This approach to creating dotcom branding, although it is also intended by companies in the real world, differs in that dotcoms can have greater control over the entire process, over the entire customer experience, over all customer-site interactions, through of automated mechanisms, software and other "web sophistication", while in "the real world" it is difficult to control a rude cashier or a clerk who does not know if there is stock of the shoes we want in our number, because offline we are not used to making complaints.
Obviously, e-commerce still has many disadvantages for buyers who want to touch the products or try them on, but it has the ability to improve customer experiences. But this approach also requires that the entire back office of the dotcoms is perfectly geared and lubricated, as early as Christmas 1999, the best known B2C sites had enough problems due to product delivery failures, thus losing customers. and adding greater mistrust to that already existing among e-customers. If companies that operate online do not keep their promises, they are surely wasting the money they spend on advertising and user acquisition.
To consider: Power of the consumer, internet empowers the customer Information; the network attracts mainly the consumer of information; Internet causes infidelity in customers; Nothing identifies netizens more than Mistrust
To create web brands you must have, in addition to excellent products or services, the ability to meet the customer value proposition and the mindset and focus on which brands are built from the customer's perspective.
