Building Buzz: Advertising your brand online

While the internet allows advertisers the ability to track consumer response and behavior, advertisers are still hesitant to put more faith and money in the Internet, doubting how well the internet can shape broader brand messages. The internet is one of the few advertising platforms on an upward trend, but marketers are still spending more (22% ) of advertising budgets on TV, and significantly less (6%) online, according to a recent article on Forbes.com. So why are the advertisers missing golden opportunities?”It’s not clear how Crest should leverage search advertising. How many people are going online to search for toothpaste? It’s not [obvious that] a little ad on the screen is going to attract them. For the biggest bulk of media spending, online is just hard to figure out.”(Patti Williams, Wharton Marketing Professor)

Shaping broader brand messages is where widget marketing applications take center stage. The ability to customize a variety of widgets, and deliver a consistently reliable message and intact branding, wherever the brand’s audience wants to take the widget, creates a unique (and expansive) marketing atmosphere; websites, social networks, calendar’s, SMS. The target of the advertisers brand-building objectives, is further enhanced by Spongecell widgets’ ability to gather behavioral data and tailor ads based on data and consumer feedback. Advertisers can build a large-scale branded campaign and take full advantage of tremendous opportunities to reach their target audience.