In today’s global business climate, there are so many scrappy up-and-comers that are aggressively capturing market share from bigger and more established brands. Of course, that isn’t to say that the big and powerful companies should be worried about losing their place. However, the playing field is a lot more level now and it’s all thanks to the great equalizer that is the internet. All around the world, small- and medium-sized businesses are using the internet as a powerful disruptive tool to gain more market share. The internet is essentially democratizing business in various industries all over the world.
For instance, in countries like the Philippines, Indonesia, Singapore, and Malaysia, e-commerce platforms like Shopee and Lazada are making it easier for small retailers to gain access to a much wider market. Thus, it allows them to compete with even bigger brands that have their own logistics machineries and resources. In the realms of other online services like online gambling, more countries all over the world are starting to adopt friendlier legislation towards allowing casino operations within their jurisdiction. For example, in a country like Finland, online casino gambling is one of the most lucrative digital industries. This is primarily because many developers and operators have somehow managed to use the internet to host immersive gaming services like online slots or as the Finnish call it, kolikkopelit netissä. Another industry that is dramatically capitalizing on the internet is the food and beverage industry. Coming from a year where people were practically not allowed to visit their favorite restaurants, many food and beverage companies turned to the internet to sell their products on digital platforms and delivery services instead.
This just goes to show the sheer power and mobility that the internet is able to provide businesses of all sizes. In this article, we are going to go over some of the best practices when it comes to leveraging the internet in order to boost one’s brand.
Consistent Brand Development
At the end of the day, the goal of branding is to generate awareness of a company in the minds of the people. And that is precisely what social media and the internet allows brands to do so easily these days. It’s hard to go about your day without being bombarded by some kind of ad or product placement from a specific brand that’s trying to appeal to you. Ultimately, brands now have the power to be more consistent in their messaging as they shape their public perception through internet platforms.
Increased Customer Mileage
Gone are the days wherein small businesses could only cater to customers within their immediate physical environments. These days, a small business in Asia could sell their products to a customer in Europe with very little hassle. Brands are now leveraging the communication, logistics, and financial tracking tools that are being offered by the internet for their operations. This boosts their brands because it allows small businesses to take a more globalized approach in positioning themselves within the market.
Targeted Marketing
The internet gives people the power to reach practically just about anyone else who is connected to the internet. Earlier, we talked about how brands are now able to increase their customer mileage by casting a wider net. But more than just that, the internet also allows brands to be more targeted in their approach to ads and marketing. Aside from just generally buying ad slots on a random website that pushes the brand to a random group of people, brands are now being more intentional and methodical in their approach to advertising. Brands now have the power to market to very specific audiences which allows them to not waste money advertising to people who don’t fall within their target markets.
Social Relevance and Awareness
Lastly, brands are leveraging the internet to assert their own individual social relevance and awareness on specific issues. Now, more than ever, brands are playing a more active role when speaking out or advocating for or against certain social issues. This allows these companies to showcase more of their personality and principles towards their target market. It helps paint a better picture of what the brand truly stands for and it allows them to cater to more specific audiences.
