Some consumers go to specific domain names knowing what they are looking for beforehand, while others prefer to search using search engines and/or company-generated e-mail campaigns. The first step to creating brand awareness is to maximize consumer connectivity to the brand. Once consumers are aware of the online brand, their attitude towards it can be shaped by listening to or reading what other consumers/friends are saying about it. Thus, online communities are major places where consumers’ positive and negative attitudes are spread across the market. If consumers start using your brands, then your company has an opportunity to commit to providing the expected value elements every time consumers need your brand. This, in turn, opens the door to loyal consumers (see Fig 8.5).
Today’s marketers are adding new and innovative digital tools to their marketing toolboxes every day. However, the effectiveness and efficiency of these digital tools in creating market value is not yet clear. Furthermore, none of these digital tools are able to create market value by themselves. Hence the need for companies to understand the e-marketing value-creation elements—connectivity, content, community, and commitment—to maximize their market value creation, eliminate unnecessary or duplicated marketing spending and take advantage of possible synergies. This study introduced an integrated e-marketing value-creation process and discussed the effectiveness of an integrated approach in relation to the consumer purchase decision process and to brand building by companies. The more that companies use the new digital marketing tools, the more they will need to understand the potential for integrative approaches to digital marketing.
Fig. 8.5 Stages of brand building on the Internet