Global Internet Branding Of High-Tech Enterprises

The Internet highway is just a free medium, just like the roads and all the highways. Somehow there are those who walk on the roads and those who run, some drive taxis other Ferraris or race tractor-trailers. To each his own, they are all free and so are the maps. Thank heaven.

This brings us to two main points, why is 90% of the Internet ever so underutilized and why is 90% of the technology marketing increasingly poor? Is it because this highway is considered free and taken for granted and has lost its power? Or is it because we have exhausted with what we already know and have tried all that, been there and therefore there is nothing further left to do. Or is it because that to most corporations, Internet branding and marketing is divided into three simple parts? A domain name, a website and emails. Let’s explore.


Imagine, the web as we know it today, will be invented tomorrow morning. Wow, first we all need a brand new 5th generation site, which is about five steps ahead of what is in use today. 99% of the websites today are almost too old to be fixed, too far off the targets and unfit for the road. Most require a brand new approach under the brand new rules of Internet Branding laws and must address the current needs under e-commerce protocols offering a true access to your products, services and corporate management. This is now very serious, how you incorporate new changes, how you deliver the message and to whom is the real issue.

Without a proper system of having a powerful, unique, one of a kind URL with trademark protection, your long term Internet Branding is going nowhere. Period. Secondly your entire organization must become Internet branding savvy. This can be achieved by bringing in streamlined educational support on various aspects of ecommerce challenges and blending them with new technologies so your teams stays ahead of the curves.

Also imagine, tomorrow morning, the globalization, as we know it today suddenly becomes your entire local market. Why not, customs, borders and passports are only distractions, in reality; the globe is all one giant land of opportunity and a huge selling market. So we need some maps and trade directories but the fact remains there are customers out there searching for you. If you are visible, they will find you otherwise you will be almost there hidden just behind the computers.

Three Challenges of Internet Branding

Message: Technology corporations very often have their marketing messages twisted as they serve several groups of audiences and in this process customers, simply shut out. The reason is often award winning website developers, and branding experts armed with fancy slogans seriously lack the skills to translate the technology issues and its direct impact on the customer’s challenges. Sounds easy, yet it is the art to tell the story correctly. Hence brilliant ideas are collecting dust while the stories betray them.

Colors: Customers are color-blinded. Corporations, often behave like jumping jacks as they promote their ideas in some strange and a preferred choice of a color scheme or a single color motif. Ad agencies use color-specific branding themes as a fix to all marketing problems. Good luck. Customers have no time to remember that every time they see pink it will remind them of a certain circuit board or a router, not at all, but rather kindle the old memories and the darker side of a pink slip encounter. Forget the color schemes just concentrate on the message and the identity. Internet Branding has no room for exclusive colors and spinning flashy sites, rather correct contents and quick accessibility. A correct and a simple text with free and clear URL name identities blended with an overall global name identity.

Universality: Websites are for the world, whether you like it or not, your website is open to the global customer base. Adopt the international rules and standards and develop hassle free corporate image and corporate name identity so you can navigate on the global e-commerce without constraint or restrictions. It is the easiest thing to do. Look out for the big and expensive branding which always whispers about the great difficulties in finding clean universal names and leave you with dead beats. Naming is very easy only when proper laws are applied.

On the road, again. Internet highway is a free gift to our society from our technological side of the brain of our civilization. We must periodically not only thank all the wizards but also learn to drive on this unlimited speed super highway. Not as a learner but rather as a racecar driver.

The light is green now.

Latest Reads
Sourav Ganguly becomes undercover delivery boy for Pizza Hut

What if you were standing in a queue and suddenly discovered that the person standing next to you is your favourite celebrity or hero? Will you be starry-eyed, nervous or excited? That’s exactly how people assembled at the Sourav Ganguly Cricket Academy in Kolkata on 15 May felt. After all, they...

MAM Marketing Brands
Virat Kohli promotes multigrain chips

Guiltfree Industries Limited, the FMCG division of the RP-Sanjiv Goenka Group launched IPL's longest ad this year for its healthy snacking brand Too Yumm!

MAM Media and Advertising Ad Campaigns
IRCTC Partners with ixigo for Hotel Bookings

Leading travel marketplace ixigo has partnered with IRCTC to exclusively power hotel bookings for IRCTC users. Through this partnership, ixigo’s wide range of accommodation offerings from its domestic and international hotel partners and OTAs will be available on IRCTC’s web and mobile platforms.

MAM Marketing Brands
Publicis launches AI powered tool Marcel

Publicis Groupe has unveiled Marcel - named after Publicis Groupe founder Marcel Bleustein-Blanchet - an AI-powered innovation that will accelerate transforming the organisation from a holding company to a platform, creating the first truly borderless, frictionless enterprise workforce, comprised...

MAM Media and Advertising AD Agencies
F&B cos reduce sugar to target health-conscious customers

MUMBAI: There’s never been a better time for fitness brands with the younger generation becoming more and more health conscious. With almost sedentary lifestyles, people are opting for healthier eating and exercise options to stay fit. Brands are ensuring their communication shows their commitment...

MAM Marketing MAM
Kundan Gold Refinery launches campaign for gold coins

MUMBAI: Gold has deep routed significance in the Indian culture, its traditions and is an integral part of religious connotations. It holds an auspicious status in Indian marriages and considered to bring blessings of Goddess Lakshmi for the bride and groom. Therefore, people are more conscious and...

MAM Marketing MAM
Twinkle Khanna joins Kohler as ambassador

MUMBAI: Kohler Company, the global leader in kitchen and bath industry, partnered with interior designer, author and former Bollywood actress Twinkle Khanna for its latest campaign, ‘Colours by Kohler’. The campaign is meant to inspire people to bring colours in the bath space with confidence...

MAM Media and Advertising People
Piramal promotes super loans in latest campaign

MUMBAI: Piramal Housing Finance has launched a series of TVCs to promote super loans by the company. Piramal Housing Finance head of sales and marketing Mayank Jain says, “Tagvinnatti team has been a delight to work with. Along with their remarkable servicing skills, they bring rich experience and...

MAM Media and Advertising Ad Campaigns
HSBC's global media business moves to Omnicom's PHD from WPP

MUMBAI In a major blow to WPP, HSBC Bank has handed over its global media business to Omnicom’s PHD. The agency won the business following a review which began in January along with Mindshare and Dentsu. In a press statement, HSBC said, “We have selected PHD as our preferred media planning and...

MAM Marketing MAM

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories