That s why viral marketing is so important relying on your own customer to spread messages. The concept of brands changes too. The brand experience no longer simply conveys a feeling toward a product or brand, built via advertising and interaction with a product. Brands are now entwined with service, delivery, availability of product, and other measures of value. For example, when the Levi s site doesn t answer an email or offer products on its site, that impacts the customer s perception of the brand.
Brands have depth and are part of multiple points of contact.
There s a lot that goes into understanding what makes the Internet different. I m still trying to figure it out. But I do know that getting it means understanding how the Internet is a sea-change from the past. As of January 2001, Jeffrey Graham became Director at Dynamic Logic , whose flagship product, AdIndex , measures the branding effectiveness of online advertising. Jeffrey taught Internet Research at New York University and speaks frequently about topics relating to e-marketing.