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NON-BRANDED WEB SITES IMPROVE BRAND INTELLIGENCE |
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| Challenge: Marketers want to keep web visitors on their sites longer, not only to sell additional services, but to learn more about issues that are uppermost on the minds of their visitors. Learning more about the issues that affect customer buying decisions is very useful to set marketing budgets, R&D directions and for selecting the best media to reach decision-makers. Customer attitudes can be used to collect information that shape product design and functionality and can create new products and buying opportunities. Learning more about what buyers want and what priorities they have for the entire product life cycle is important; addressing those needs may be the difference between keeping and losing customers. Solution: A non-branded site is one that you – the advertiser – create, absent your typical product branding or bias. It appears to be more a community site where ideas can be posted and exchanged with your market audience. A non-branded site is one of the best ways for marketers to get the great information about how clients and prospects feel about their products and services. Techniques such as placing a survey on the site via a simple web form, or creating an “ask the expert” forum or on-line “chat session” can yield powerful information to marketers. With longer product sales cycles and shorter product life cycles, a non-branded web site can produce significant data for B2B marketers to use. Several useful RSS feeds (a method of importing news or content from other online publishers) can be created to bring in topical information from non-competitive information sources, adding a sense of community to the site. Blogs can also be created to lend topical information for the industries you serve without a proprietary flavor. Best of all, non-branded sites are very attractive to search engines, because they tend to prefer editorial content to commercial content. Surveys and web forms can be developed to acquire user data that can be developed into extremely well targeted marketing techniques. In fact, multiple companies that have similar markets but different marketing needs can jointly benefit from such a site. As an example, a computer manufacturer and an office products company may need access to the same market demographic, but wish to harvest data for different product needs entirely. This partnership helps defray costs while, at the same time, creates a robust site. Getting it done:
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