RAISING
BRAND AWARENEES THROUGH THE INTERNET MARKETING TOOLS
Margarita Išoraitė
Vilniaus kolegija/University Applied Sciences,
Lithuania
E-mail: misoraite@gmail.com
Submission: 20/10/2015
Revision: 24/11/2015
Accept: 04/12/2015
ABSTRACT
The opinions of different authors on raising brand awareness. The
article are analyzes the opinions of
different authors on raising brand awareness. The concept of internet marketing
and its implementation iIt also describes and analyzes the concept of internet
marketing and its implementation. The analysis investigation of the most urgent
and the most effective online marketing tools in developing brand awareness are
provided in the article. The article analyses website, internet advertising,
social networks and the search engine optimization.
Keywords: brand, brand awareness, internet,
advertising, internet marketing
1. INTRODUCTION
Broken brands in
the world are ranked by a wide variety of criteria, such as: - awareness,
monetary value, consumer affection, love appreciation, loyalty, etc. If you
measure the success of brands like speed, during which the mark reaches the
incumbent necessary strength parameters of the previous decades, and the world
really has successful brands.
This list will
inevitably arise in particularcan be the following: Apple, Amazon, Google, and
Facebook. Every year the importance of the internet is increasing. For every
brand it is important to create brand awareness . Brand awareness was analyzed
by the following Lithuanian authors: Černikovaitė (2011), Treigytė and
Pikturnienė (2009). Furthermore, brand awareness was also analyzed by these
foreign authors: Aaker (1996), Arora et al (2013), Aperia et al (2004), Chan et al (2015), Campbell et al
(2011), Chi et al (2011) and others.
The aim of the
article is to assess brand awareness through the internet marketing tools.
Brand awareness is tThe research object
- brand awareness. Research problems arise from
research investigative questions “Are internet marketing tools raising brand
awareness?”
2. RESEARCH METHODOLOGY
Scientific
literature analysis reveals theoretical aspects of raising brand awareness,
internet marketing concept, and internet marketing tools.
3. THE CONCEPT OF BRAND AWARENESS RAISING
Hoffman, Fodor,
(2010) stated that traditionally brand awareness is measured through tracking
studies and surveys. Online, however, marketers have a number of ways to track
brand awareness. In the social media environment, the company gains increased
exposure to its brand, often in highly relevant contexts every time a person
uses an application created by or about the company.
According Keller
(2009), the concept of brand equity and the important intangible value that
brands bring to organizations has been the most popular and potentially
important marketing topic, emerging in recent years.
Homburg,
Klarmannn, and Schmitt (2010) argue that brand awareness informs us about this
product. Branding campaigns have a unique goal to increase the value of the
product, service or other matter, advertising awareness and visibility.
Pikturnienė
(2009) admits that the brand awareness (memory, vision, decision-making
environment) is a necessary condition for selection.
Černikovaite
(2011) argues that brand awareness can be a prerequisite to buy the product.
The high quality of the goods or services encourage users to buy and produce
means an additional profit. Brand associations are typical consumer attitudes
to brand, the company delivers their advertising. Such associations can enrich
the brand by new features, perceived by
the creation of added value, providing consumers with a positive impact on
safety or exclusivity, increasing the value of the brand.
Urbanskienė et al
(2006) asserts that brand awareness indicates whether this brand raises the
consumer's mind and his thought of a certain category of goods and whether it
happens quickly. This is one of the main dimensions of the value of the brand.
Incidentally, it is important that brand evaluation of the individual user's
position is useless, if the user does not know the whole analyzed brand.
Thus, new
original target of the brand is well known, but it maintains a high level of
awareness on the market. It also states that the user’s aspect on the brand’s
image can be analyzed through associations, arising when the user analyzes the
brand in mind. Association assessments may be: brand association prototypes
(features, benefits, common position of brand terms); loyalty, strength, and
uniqueness. Apart that, the brand must not be limited to the superposition that
brand name’s recognition is very important and this causes the association with
trademark, when the user attempts to grasp it.
Probably the most
important part of the company's strategic plan is to attract new customers and
keep them loyal to the business. Loyal customers increase the company's
turnover; the increase of company's awareness is a great tool to increase
customer’s loyalty. Raising awareness among the young people is particularly
important for every company for successful expanding of their business in the
future, because if the business is not done in time, no new clients grow older
existing loyal customers, that ultimately result in the general decline in
customer volumes (ROESLER, 2015).
Every day a
variety of messages come to us; various manufacturers want to tell us about
their products or services. Their main goal is to acquire the advertised
product or service, and also increase the company's visibility. Hsiao (2011)
mentions several authors opinions: "this is the buyer’s ability to
recognize and distinguish the brand so that he immediately understands the
goods category owned by the trademark. For example, if someone mentioned the
well-known theater name, most people immediately recognize it, and think it is
the cinema.“
Table 1: Concept
brand awareness
Author |
Concept |
Somayeh Shojaee and Azreen bin Azman
(2013) |
Brands
awareness could be raised through marketing communication channels,
which notify, remind, and convince
customers about their brands, products or services. |
Kelly (2015) |
Brand
awareness is one of the most commonly cited goals of marketers today. |
Arora and Sharma (2013) |
There
are three strategic roles that help to build the brand. Marketers must use
social media to serve their brand building objectives. It can help the brand
to: ·
build a relationship to become more trusted; ·
differentiate through an emotional connection
to become more remarkable and unmistakable; and ·
nurture loyal fans to become more essential. |
Vukasovič (2013) |
Brand
awareness are created through advertising, promotion, selling, public
relations, and direct marketing. The company needs to communicate the values
of the brand and then reinforce brand associations to start the wheel of
usage and experience, and keep it turning. Through the combination of the
stimulus of consistent communications and satisfactory usage and experience,
brand awareness, confidence and brand equity are built. |
Neti (2011) |
Benefits
of social media include: brand reach and awareness, consumer interactions
through transactions, referrals and reputation management. |
Chi, Yeh, Chien, Yang (2009) |
A
product with higher brand awareness will have higher market share and better
quality evaluation. In addition, while consumers select a product, they care
about perceived quality and brand awareness. |
Aaker (1996) |
Brand
awareness means the ability of a consumer could recognize and recall a brand
in different situations. |
Hoeffler and Keller (2002) |
Brand
awareness can be distinguished from depth and width. Depth means how to make
consumers to recall or identify brand easily,
and width expresses infers when consumers purchase a product, a brand name
will come to
their minds at once.
If a product
owns brand depth
and brand width
at the same time, consumers will
think of a
specific brand when
they want to
buy a product.
|
Percy and Rossiter (1992). |
Brand
awareness can help consumers to recognize
a brand from a product category and make purchase decision. |
Ghodeswar (2008) |
Different
sources and levels of knowledge such as awareness, attributes, benefits,
images, thoughts, feelings, attitudes, and experiences get linked to a brand
and its understanding by the consumer. |
Hong-Youl, (2004); Aperia
and Back (2004) |
Brand awareness
can also occur without any
actual involvement or relationship, for example people might
recognize a brand and spread word of mouth (WOM) or have an opinion about it. |
Sarangan, Ragel, (2014) |
Building strong
brand awareness requires
creating a brand that consumers
are sufficiently aware of it (Keller, 2001).
This involves designing
of marketing messages and supporting marketing programs that capitalize on a well-convinced
brand positioning. Marketing
messages can be
designed and delivered through both traditional media
such as television, radio, newspapers and on-line media such as internet and
social media. Marketers have
found that interactive
and targeted marketing are the
keys to success
and that traditional advertising is
essentially a waste
of money. |
Zailskaite-Jakste, Kuvykaite (2013) |
In
social media brand becomes
dependent on the wish and will
of a consumer. Consumers themselves decide how to interpret a brand, i.e.
shared creativity between a
brand and consumers.
Companies seeking to
expand brand awareness
must learn to communicate in such a way when a mess age would spread
among consumers like a virus. Word-of-mouth
communication or viral
marketing when used
together with other
marketing communications
means can increase
brand equity. Therefore
companies have to
prepare for the communication with consumers. |
Karam, Saydam (2015) |
The brand awareness
has turned into
an important variable
that impacts customer's
perceptions of a
brand. Achievement in brand management arises from understanding and
overseeing brand image and loyalty correctly to create
strong characteristics that
will impact consumers
when making on
their decisions. |
Brand awareness can be divided into
two main parts:
·
Brand’s recognition. People have heard or seen the brand, but
their consciousness can be completely "locked", meaning that they are
about this brand and will remember it only in the case if someone mentions it.
·
Well-known trade marks. These are the brands that
most people remember. Most often these are the trademarks of the services that
people use most often (Hshio (2013).
Koniewski (2011)
asserts that in total there are five levels of brand awareness:
·
Company’s or brand’s rejection and negative associations. If somebody
associates the company or brand with something negative, especially if they
avoid the company's products or services provided. This can happen for the
following reasons, such as: negative customer’s complaints, product defects,
and other causes that may impair public’s opinion about the company or brand.
·
Company’s reputation. People were thinking about the company,
allowing the decision, if they have not heard about your company, or know what
it staprovides. In order to avoid this, it should make the brand to be much
easier to remember, become associated with something uniquely different from
the others.
·
Company’s recognition. After reaching this level,
customer immediately recognizes the name of the company and knows what it is
performing. This allows increasing the company's turnover, because people
usually choose the company that they know and have heard about, rather than any
other about which they have heard for the first time.
·
Priority. Potential customers have two choices between two different
companies and they can choose where to set up their business. This usually
happens due to differentiation. Consumers know which the company is doing in
the other way and best meets the needs of the users, the quality of services
and communication.
·
Loyalty. Users regularly choose your company, even if they occasionally
suffer from poor service quality, or if the a new product with much higher
quality and more attractive price entered the market. In order to win the
loyalty of users, you need to give them a product that is clearly and strongly
differentiated to customers. Visitors need to provide the highest service and
its quality that they will not find anywhere else. And finally, the companies
have constantly grow together with the customers and adapt to their constantly
changing needs.
Brands are
remembered with external assistance, if people remember these brands only after
someone mentions them, or in case they place them somewhere in their notes; but
if people search in their mind for some brands, they will not remember them
(KONIEWSKI, 2012).
Keller (2009) states that there is a wide range of
possible benefits (HOEFFLER; KELLER, 2003): improved perceptions of product
performance; greater customer’s loyalty; less vulnerability to competitive
marketing actions and marketing crises; larger margins; more flexible
customer’s response to price decreases and inflexible customer’s response to
price increases; greater trade or intermediary cooperation and support;
increased marketing communication effectiveness; additional licensing and brand extension
opportunities.
4. INTERNET MARKETING CONCEPT
Tsimonis,
Dimitriadis (2014) argues during the past decade that the rapid evolution of
the internet has offered consumers many new opportunities. Besides the obvious
use of searching for information and communicating without boundaries, nowadays
it is possible to express feelings and thoughts through social media. First, a
real internet marketing tool could be distinguished with the emergence of
websites in 1990.
The first simple
websites provided people with basic information about the company, services, or
products. However, internet content has improved and expanded, the new tools
had emerged (pictures, sounds and video clips). The internet marketing
execution was one of the most important areas of our lives as the internet
occupies more and more of our personal time.
Chi (2011)
defines social media marketing as a “connection between brands and consumers,
offering a personal channel and currency for the user, centered networking and
social interaction.”
Campbell (2011)
states that internet marketing “is much more to do with what people are doing
with the technology, than the technology itself, for rather than merely
retrieving information, users are now creating and consuming it, and hence
adding value to the websites that permit them to do so”.
Somayeh, Azreen
bin Azman (2013) admits that improving the level of brand awareness is one of
the marketers’ challenges, as reflected in the complicated funnel. Brands need
to make a strong association with customers in order to achieve the different
levels of brand awareness, recognition, recall, top of the mind and become
dominant,. The existing researches, brand exposures, customers engagement and
electronic-word-of-mouth are the factors helping to evaluate the impacts of
social media on brand awareness.
Vukasovič (2013)
states that the internet provides the opportunity for the companies to reach a
wider audience and create compelling value propositions that was not possible
before (e.g., Amazon.com range is 4.5 million book titles), while providing new
tools for promotion, interaction, and relationship building.
Different authors
defined internet marketing in different manner, but essentially all definitions
are similar. Internet marketing means marketing activities that are carried out
in the Internet space, using the existing web-based tools. Internet marketing
includes not only advertising on the websites, but also the factors, such as:
e-mails, social networks, etc (Trengove,2011).
Davidavičienė
(2009) states that internet marketing is the internet and related digital
technologies marketing objectives and modern marketing concept support. One of
the biggest mistakes in business development and the execution of internet
marketing strategy is the fact that they did not think forward at least five
steps.
A lot of
companies are constantly trying to develop and execute internet marketing as
soon as possible, without any clear plan, but with the purpose or results to
set targets for any guidance that after a certain period of time compared to
the company’s fulfilled certain actions.
Perfectly planned
and executed Internet marketing strategy makes it very easy to distinguish
between companies that are committed to work in long-term perspective, from
other companies which carry out internet marketing simply because the market
says that it must perform.
The latter
company can be very easily separated, there is a lack of information on
websites, the shortage of images will be complemented, or will be updated,
These are just a few examples of companies that still not fully understand the
internet marketing potential, how much it can help to expand their business,
and reach a much larger audience of potential customers with relatively very
low costs (SWEENEY, 2006).
According to the
author, one of the most emerging business people questions is how all planned
internet marketing strategy corresponds nowadays of constantly evolving and
changing technology. The best solution to this question is to answer this
question: "How do you plan to expand your business?".
If the business
cannot answer this question, then he has even bigger problem, and it should be
resolved. If the company has the answer to this question, then the forecast
should be set where they be successful in six months, a year or even longer;
and accordingly, to create a strategy that will cover both the company's
product development and sales (SWEENEY, 2006).
5. INTERNET MARKETING TOOLS
5.1. Website
Website,
dedicated to the brand, is potentially the most powerful brand building tool.
Company’s website is the most important element of internet marketing then any
online activity. This is the company's second home online where customers and
visitors can, at any time and from anywhere, to visit and see the latest news,
offers, or products.
However, if the
website is designed poorly or not appealing to the eye, slow and has
unnecessary element,s or simply is unattended, it may bring more losses than
benefits, because the website visitors will have a negative opinion about the
company and its activities, and it is very likely that in the future they might not attend such page and even
avoid the real shop.
Hill (2011)
distinguished the following five key points to create a beautiful and
user-friendly website:
Bar. Perhaps the
most important part of the URL, poorly designed it can make a website completely
unusable and eventually scare away visitors. Very important not to overload the
field of design, but at the same time to create something beautiful, colourful
and flickering. The simpler the design, the easier it will be to understand and
manage website.
Brand integrity
of the company. If the company has developed and is developing its own brand,
it is essential to move it into a website design, as customers and visitors
share website design together with the company's brand. This result also
creates a single corporate brand integrity.
Text layout. Most
people prefer reading a web page as well as a book from the top to the bottom,
from the left to the right. During creation of a web page, the most important
information should be made on the right top side, in order relevant and updated
information will be seen immediately and very easily.
Content. The
creation of a short and clear message allows visitors to read information,
understand and remember it simpler and easier. Visitors simply get lost, if the
site is swamped with information, they do not understand where and what to
read, they will not remember the information they obtain, and finally get tired
of reading and leave the website. So, writing a text, one must remove
completely unnecessary information and create more white space between rows,
and make the text easier to read on the screen.
Trust. Creation
of more beautiful, more attractive and appealing to more clients and visitors
website that meets the needs of web design, allows the company to form a larger
and stronger sense of mutual trust. It can also be extended and the return of
goods guarantee to pay for the goods only after delivery of things to your home
or reservation.
People will
notice it immediately and positively assess it; the recovery will be felt in
the enterprise. It is not enough creating a beautiful website; it is necessary
to maintain a warm, pleasant and fast relationship between employees, the
existing and potential customers (HILL, 2011).
Summing up, if
the company has created really beautiful and with a very well-thought-out web
page, where everything is in place and a common commodity description
integrity, the website guests will obviously visit it. Internet visitors will
get more convenient and eager to browse the website, which will definitely
contribute to the improvement of the image of the company. Some companies are
improving their public image when existing customers provide positive feedback.
5.2. Advertising on the internet
According to the
Adjugler (2008), almost 15-20 years ago, when the internet has just started to
spread and gain its popularity, the internet advertising space can be compared
with advertising in the media. Customers bought advertising space in a desired
site for a certain period of time and placed it without knowing, whether the
advertisement would interest visitors.
Advertising rates
were determined by simply taking into account the advertising space and the
average amount of site visitors, even without knowing whether they will see the
ad or not. Media is following perhaps the same principle, only the price is
determined according to the market circulation.
Such advertising
was and is very inefficient for attracting visitors and showing the prices, so
the advancing technology improved advertising opportunities. Over time it
appeared more modern and efficient advertising when changing few ads at the
same ad space, so it was possible to find out which ads are more interesting to
visitors or completely uninteresting.
Still later it
appeared in "cost per thousand advertising principle“, a standard set of
advertising cost per thousand website visitors, where the advertisement was
displayed. Over the time, more similar to modern times, payment models,
"cost per click" (pre-determined price for a click on an ad)
principle emerged, and the number of clicks can be shown.
For a while,
advertising became much imaginative, with moving animations, etc. Modern
software became so sophisticated that it is able to provide advertising
exclusively in a particular region or population to provide advertising to
different people, based on demographic data.
Although there
are numbers of promotional tools, but a perfect tool for all advantages and
disadvantages still does not exist. Finally, the use of promotional tools
varies widely from the advertiser to the objectives and the audience, so this
should also be taken into account (ADJUGLER, 2008).
According to Chan
(2015), using internet and traditional advertising, both contribute to the
company's brand promotion and awareness-raising. Author used the present
literature, confirming that internet advertising is especially effective tool
to improve the company's brand awareness.
According to him,
the advanced modern internet technology allows internet users to apply only the
most relevant and updated information on exactly what they need without any
unwanted content. Using the latest and the most efficient analytical data
processing programs, Internet users can get ideas on certain issues as well as
understand and investigate their deeds.
And most
importantly, all of this information comes from social networks, online forums
or discussions. This allows businesses to provide the most important and most
relevant content to consumers that meets their expectations in order to
increase their awareness of the society companies can "run noise" in
the Internet space. This can be done by creating a viral video or advertise widely throughout cyberspace in order to
promote positive public feedback "word of mouth" (CHAN, 2015).
5.3. Social networks
Social media
marketing involves the use of internet social media tools, such as: Facebook,
Twitter, and LinkedIn in order to reach consumers innovatively. Social
networking helps promoting the company and its activities. Active social
networks try to attract more new customers or visitors. People are always much
more interested in following corporate social networking, than just visiting
their websites.
In social
networks people can directly, very simply and informally interact with business,
and create a much stronger two-way communication, which then enhances mutual
trust and strengthens brand image, and finally, after a large and long work can
be seen increasing corporate visibility. In order to achieve this, business
social networks have to be particularly active, as much as their users, or even
more active.
Genslera, Völcknerb, Liu-Thompkins,
Wiertz (2013) argue that the rise of social media and the associated
possibilities of large-scale consumer-to-consumer interaction and easy user
generation of content focus the spotlight on the importance of recognizing, and
if possible managing, the multi-vocal nature of brand authorship advocated by
the cultural branding view. Consumers in particular are more empowered by
social media, as these technologies enable consumers to share their brand
stories widely with peers.
Social networks
are very popular. Several years ago only few people knew or used social
networks (e.g., Facebook), nowadays almost everyone has and actively uses
social networks.
Social networks
are free. However this is not strictly true, however, visitors do not pay for
their activities in social networks, and benefits can be much higher than from
ads.
Social networks
enhance two-way communication. Users much more conveniently and faster can
communicate with companies via social networks, expressing their views and
proposals.
Facebook,
Twitter, Google+, Pinterest, and LinkedIn are the most popular social networks.
However, only few of them can be analyzed as the most popular social networks,
because some of them have not gained great popularity in Lithuania.
Social network
Facebook in Lithuania is used by even 68% of the population, 46% of which use
it on daily basis. Meanwhile, the second largest social network Google+ is used
by almost 27% of the population, only 8% of them use it regularly. Professional
social network LinkedIn In Lithuania is used for almost 6% of the population.
Other foreign popular social networks, such as: Twitter, Pinterest, or Tumblr
are not popular in Lithuania.
Facebook. Facebook story
began with a simple idea to create a single student's social network for high
school students where they could easily communicate and share information.
However, the situation has arisen that after the great success, Facebook has
become accessible to everyone, no matter where they lived, worked, or studied.
After several years it experienced great success, presumibly there were no
persons who have not heard about this social network, although every fifth person
in the world had a Facebook account.
It is important
to provide information about your business when creating a Facebook account, in
order the people visiting your account would immediately be aware of what you
do, know the company's working hours, etc. However, the simplest, though the
most important information should be mentioned: the level of prices and time,
the information about the service, product’s range and their groups, payment
opportunity, phone number, and e-mail address.
Providing this information,
it is important to arrange the following information about the company: it's
short history, the services provided, its goals and values. It is advisable
once in every three months to check whether the written information is correct
and whether it is still relevant for that period.
It may happen
that the company has moved, changed its working hours and contact information.
It is important to provide this information in a somewhat looser style, but it
should be interesting to read. It should not be written in a very formal and
boring way, no one will read it and besides you might even lose potential
customers.
For creating a
good and attractive message, it is important to provide:
·
photo and a brief description;
·
few sentences about some recent events;
·
good knowledge of your business or local community;
·
special offers, discounts or promotions (briefly and clearly);
·
information about the company's announcement in press.
Facebook
Statistics |
Data |
Total number
of monthly active Facebook users |
1,440,000,000 |
Total number
of mobile Facebook users |
874,000,000 |
Increase of
Facebook users from 2014 to 2015 |
12 % |
Total number
of minutes spent on Facebook each month |
640,000,000 |
Percent of
all Facebook users who log on in any given day |
48 % |
Average time
spent on Facebook per visit |
18 minutes |
Total number
of Facebook pages |
74,200,000 |
Facebook
Demographics |
Data |
Percent of
18-34 year people who check Facebook when they wake up |
48 % |
Percent of
18-34 year people who check Facebook before they get out of bed |
28 % |
Average
number of friends per Facebook user |
130 |
Average
number of pages, groups, and events a user is connected to |
80 |
Average
number of photos uploaded per day |
205 |
Number of
fake Facebook profiles |
81,000,000 |
Global Facebook
Reach Statistics |
|
Number of
languages available on the Facebook site |
70 |
Percent of
Facebook users who are outside the United States |
75 % |
Number of
users who helped translate Facebook |
300,000 |
Facebook
Platform Statistics |
|
Average
number of aps installed on Facebook each day |
20
million |
Total
number of apps and websites integrated with Facebook |
7
million |
Every
20 Minutes on Facebook |
|
Links
shared |
1
million |
Friends
requested |
2
million |
Messages
sent |
3
million |
Facebook
Company Statistics |
Data |
Highest
Facebook stock price |
$96.95 |
Lowest
Facebook stock price |
$18.06 |
Total
number of Facebook employees |
4,619 |
Total
Facebook revenue in 2014 |
$12,466,000,000 |
Total
Facebook revenue in 2013 |
$7,872,000,000 |
Total
Facebook revenue in 2012 |
$5,090,000,000 |
Source:
http://www.statisticbrain.com/facebook-statistics/
Google+. Google
created and managed by the company Google. Google is a California-based,
multinational internet company, providing digital products and services, such
as: online search and advertising, cloud computing, and software. In May 2015,
Google was ranked first amongst the most visited
multi-platform web properties in the United States with 242 million U.S. unique visitors and a market share of
64.2 percent among the leading U.S
search engine providers.
Google’s market
capitalization in February of
2015 was valued of 370.2 billion U.S. dollars. The same as Facebook and other
social networks, Google+ allows you to create your intended personal or
business accounts. People can share and look for the content as well as in all
social networks. Google and creates your own mini-version of social network
Facebook. Despite the existing similarities between these two social networks
there are important further differences:
·
Circles are considered as the most frequently mentioned and the
largest Google+ advantages and differences, compared to Facebook. Just like in
real life, people can create their desired groups (such as family, close
friends, relatives, classmates, co-workers, etc.) in Google+ network. They can
also add the desired parties to one or more circles. All this makes you to
share information only with certain individuals.
"1+" -
this is equivalent to Google+ Facebook "like" button. People,
clicking on this button show that they like the content.
·
Human mention. Writing a comment or message and pressing + sign
and immediately without entering the person's or company name, they will be
automatically informed about their commemoration. This makes very easy to share
news or information to certain people, and companies can become much more
active, more communicate with the public or customers.
·
"Hashtag". Makes it easier to find messages with a
specific theme or content. Users create and use hashtags by placing the hash
character (or number sign) pressing the # in front or unspaced phrase, either
in the main text of a message or at the end. Searching for that hashtag will
present each message that has been tagged with it.
·
Hangouts. Online chat with Google+ users, where at the same time
can participate up to 10 people. This function does not require any additional
software and at the end of the interview it is possible to place the call to
the You Tube channel.
The search engine usage
statistics for 2013:
·
Google: 67.5%
·
Bing: 16.7%
·
Yahoo: 11.6%
·
Ask: 2.6%
·
AOL: 1.7%
Figure 1: search engine usage statistics for 2013
Sources:
http://www.collegeofmarketing.com/seo-guide/search-engine-usage/
It is advisable to post a new content
at least once a day, however, it could be done several times a day. In
addition, if your message mentions a person or company, that is worth to
highlight, put its name with a + sign in order the people could be able to find
it much easier.
6. CONCLUSIONS
Brands awareness could be raised
through internet marketing tools, which
notify, remind, and convince customers about their brands, products, or
services.The client may encounter with the brand in various ways, for example,
reviewing videos, playing games, spending time on the site or by communicating
with other customers, watching advertisements.
In order to increase brand awareness
it is necessary: to increase interaction with your brand, build positive brand
associations, increase brand loyalty by linking it with the target audience,
and motivate customers to get acquainted with your brand and associated
products.
Publications in various media
channels strengthen its positions in the consumer's mind, the brand becomes
recognized. Brand awareness is created through advertising, promotion, selling,
and public relations through internet. Internet marketing includes not only
advertising on the websites, but also e-mails, and social networks.
Social media marketing involves the
use of internet social media tools (Facebook, Twitter, and LinkedIn) to reach
consumers in innovative ways and to increase brand awareness. Social networking
helps to promote the company and its brand awareness.
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