Online Branding
Can Internet Advertising be Used for Branding?
Jeremy Swinfen-GreenThe Site Clinic
Until recently internet advertising has been considered most appropriate for driving traffic to corporate websites. This article demonstrates that it can be used as a branding medium as well as for traffic driving. A subsequent article will examine the requirements of different types of online editorial context and demonstrate the mediums cost-effectiveness.
Internet advertising was originally conceived as a method of driving users to websites: click-through was the only thing that mattered. Websites were opportunities for advertisers to speak with their consumers in ways not possible...