Role of branding in web business
Internet business is tricky, not because it involves ever growing technology, but because of fierce competition and challenge to sustain their customers over a prolonged period of time. In terms of marketing, success is not the attainment of top 10 ranking in Google and start receiving 10,000 visitors a day, but real challenge appears when Search Engines changes their marketing policy and your visitors drop from 10,000 to fewer than 100. At that time, a business among competitors would be successful which will be keeping its customers and returning visitors even when search engines are unfavorable and promotion some of their competitor in an attempt to provide level playing field for all, even to those that haven’t spent enough energies optimizing heir website.
The real challenge and key to success is to sustain visitors and keep returning customers when marketing conditions are not favorable and stream of visitors is broken and for good time. A visitor is likely to re-visit your site because
- He had bookmarked it
- Is able to recall its name
- Has rediscovered and identified it while visiting some resource directory/partner site.
To be able to cash on any of the above possibilities, a website needs to make an impression that is both pleasing and memorable and this is where your effective content and its presentation counts the most and this gives you reason to choose your website name and its complete corporate identity very thoughtfully.
key to this is the impression you make on the visitor who comes to visit your site and on average, stays for 1.49 minutes exploring your site. (Jakob Nielsen, Prioritizing Web Usability, 2006.) 1.49 is average time but it can be as low as 27 seconds if your website is not able to make the impression it requires. How long a visitor is going to stay on a site is a derivative of multiple factors including pleasing graphics, content, usefulness of your website but if they will be a returning visitors or not is controlled by your website’s ability to make them remember you.
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