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„ DIGITAL MARKETING & COMMUNICATION

on the awareness and subconscious mind of If you have built
your customers in relation to your brand (com- castles in the air, your work
pany). need not be lost; that is where
You pay strict attention to the protection
zone next to the logo. You remake any flyer, they should be. Now put the
banner or shop signboard thirty times. You foundations under them.
create new labels. You train your staff regar- Henry David Thoreau
ding the contact with customers…
So, why don‘t you pay such attention to
the online environment as it is no less im- And it works the very same way with your
portant? customers and the Internet. You never know
What does your company look like on the where the information about your brand (com-
Internet? And I don‘t mean your website or a pany) will „pop out“ on the Internet. And you
perfected fan page on Facebook right now. didn‘t even have to put it there. It simply emer-
Let‘s take a look at the absolute basics: What ged there from users; various services „copy“
will users find on Google, in applications or on each other and consider the relevance of the
maps when they come across your business? information which they have no way to verify.
Imagine asking ten of your
acquaintances about a good
winery and getting 10 iden-
tical answers.
That would be a great sig-
nal for you to go to the wine-
ry or buy from it, wouldn‘t it?
Did it strengthen your con-
fidence? You say to yourself,
„Everyone told me the same
thing, everyone knows it - it
will be something good.“
You do not consider looking
for an alternative. You trust
consistent information. And
now imagine the opposite
case: What if every person
tells you something dif-
ferent - someone doesn‘t
know the winery, someone
claims that there is a com-
pletely different company
at that address…Would you
risk going there? Would you
shop there without hesitati-
on? Probably not, right? Your
confidence is shaken and
you would prefer looking
around elsewhere.
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