By Erica Wenham, Tuesday 09 October 2012.
Digital Technologies for Marketing (Week 3)
Digital Technologies for Marketing (Week 3)
A brand is a
complicated, breathing thing. It consists of many components that must all
integrate into a seamless, functional whole. Humans are creatures that place a
great amount of reliance on their sense of sight. For that simple reason,
companies that want their branding to succeed put a lot of effort into making a
logo. In some circles, logos are considered the most important component of a
branding strategy or campaign. For those who
don’t quite grasp the importance, here are a few reasons:
·
Visual
Representation – Just as the face is the frontline representative of a person,
the logo is that for a business. Good branding makes the logo the “face” of a
company, giving it an image and appeal that no other branding tool can provide.
·
Memory
– People tend to remember logos better than they do names. A good logo will
often be easier to remember than the name of a product. It also provides an
additional benefit – a familiar logo on a new product can help boost sales of
the new item, because customers will associate its quality with the quality of
other products with the same logo.
·
Uniqueness
– In a cluttered business environment, nothing can help a company or product
stand out more than a good logo. A logo can do more for differentiating a
product from competitors at first glance than virtually anything else,
making it a very important tool.
The logo is not
going to be the only thing that a good brand needs, but it is a massive
component of it. The ability to be distinct, to be remembered by customers, and
proper representation of the product and company are all critical tasks of a
good branding strategy. These are also functions that a good logo can be used
for.
The CW1 Brief
Working in a team of 3 or 4 produce a report in the form
of a digital magazine that analyses and critiques, that compares and contrasts
the websites of organisations operating in a specific industry sector (e.g.
fashion) or market place. (e.g. ecommerce across sectors).
The purpose of the assignment is to demonstrate a
detailed understanding of the various and interconnected components that
contribute to successful website design.
The report should have a title, structure and content
that make it a compelling read for companies and organisations operating in the
chosen sector.
Regard should be paid to the design and layout of the
report. Would companies pay for a copy of the report?
The report should be delivered in a digital format
featuring screenshots and hyperlinks to real site examples.
Upload your magazine to issuu.com and reference it from
your team group on DigitalStudents.co.uk
Support the report with data that explains market size,
financial context and web sector data wherever possible (Alexa, Hitwise, New
Media Age)
This report should be focused on website design and development
not traffic building and online marketing
initiatives as these will be the subject of Course Work 2.
However it may be possible for you use the same sector
area in CW1 for CW2 (e.g digital marketing techniques used by ecommerce sites
in the fashion industry). In this way your research activity could collect
examples of traffic building whilst you review your sites. Why not hold a focus
group that captures both website design views and traffic building views.
As a result, my team; "Black Sheep Digital Marketing" consisting of myself, Jasmin Hannington, Alex Frost and Arran Williams are due to complete our CW1 based upon the online fashion retail sector. In particular, we will be analysing ASOS, Topshop and New Look.
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