There is one point that marketing and advertising people will tell you. Brands do not exist on the shelf or in boxes lying in the store room. They exist in the hearts and minds of clients.
This means that the Web is the best place to create and grow a brand image. The Web is where you come face to face with your customers. Their responses can be measured, assessed and, if necessary, addressed in real time.
This is where the monitoring of social media through outfits like Visible Technologies becomes so important. Social media picks stuff up that falls through the cracks.
For example, customers would turn to Twitter because they feel their complaint via traditional channels seems to have gone nowhere, they reckon their complaint has not been taken seriously and they want to avoid the contact center where they are so badly treated. The digital ecosystem in a Web oriented world allows agents to be more objective/empathetic than traditional service channels.
And building brand in this sort of world is perfect because it would take zero budget advertising. Do a Google search on your brand and see what works and what areas need improving. Tracking it through social media makes it totally interactive.
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