Building Internet Brands
As the web grows and becomes THE go-to destination for news, sports, weather, entertainment and just about everything else, branding of online properties is taking hold. As such, many companies are rolling their multiple brands under one web property brand. This Wall Street Journal article goes into more detail.
This trend, to me, is both interesting and disturbing. Why? Because the web has made super segmentation common place and makes for better, more measurable marketing and I’d hate to see that lost. At the same time, it’s critical to make surfing as time efficient as possible. Heck, this blog even falls into that category under The Chief Marketer Network.
Personally, if I have to hunt to find what I’m searching for on a comprehensive site, I will click out and not likely return. Attention spans, viewing patterns, including length of visits are critical to a web site’s success.
Have any sites you loved that were ruined or vice-versa by this trend of building internet brand portals? Let’s hear about them. It’s nice to share.
