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Article 1：Internet branding
Introduction Branding in the digital age is increasingly important with the advancements of the internet. Most businesses are exploring various online channels, which include the search engine, social media, online press releases, online marketplace,[2] to establish strong relationships with consumers and to build their brands awareness[3].
Advantages
Strengthen the customer relationship
The Internet is a powerful branding tool for many businesses as it offers numerous ways to promote a business[9]. Interactivity as one of the natures of the Internet helps companies communicate the brand messages instantly and talk to consumers directly, generating exclusive and individual interactions with them[10]. Through the Internet, companies deliver their brand awareness and brand image to online users without targeting, while customers gain brand knowledge and provide feedback[11]. Consumers potential purchasing behaviours can be influenced by brand knowledge and familiarity, so that good online branding can establish closer customer connections with brands and strengthen customer loyalty and relationship[12].
Develop Brand alliances
Online branding involves different brand positioning and marketing strategies, which can not only differentiate separately branded products but also bring together endorser brands[13]. For example, Library Websites are a prime example of such linking between the university website and other database or publisher websites such as FirstSearch and SpringerLink[14]. In the new economy with the convergence of technology, online branding provides the opportunity for companies to develop brands alliances and networks to maximise the brand influence[15].
Diverse the brand meaning
Online branding makes the company have the chance to communicate with customers directly and also provides the opportunity to gather customer information for companies to build a database of customer purchase pattern[16]. The data can be used to segment customers into specific groups with specific needs, even offer customised services[17]. Therefore, the customisation and targeting to smaller groups may generate the diversity of experience with the same brand[17]. The same brands have different meanings for different groups of customer.
Challenges
Information overload
The Web is a complicated place, it holds a vast amount of websites, each of which has numerous information contained within it[17]. It is an open place for every business, and how to differentiate brand image through the same communicate channels is a challenge for many companies, especially for those that customers have little brand knowledge about them before they implement online branding strategy[14]. Failed cases always underestimate either the complexity or the connectivity of the web[17].
Management of different communication channels
Online branding, in general, will cover most popular social media platforms with different websites or mobile applications. Companies need to make sure the consistency of the branding content across these channels. [18] In addition, it is also a challenge for the company to find and solve the complaint comments on brands in time, minimising the negative effect[12].
Article 2：Targeted advertising
Introduction
Targeted advertising is a form of advertising that online advertisers can use sophisticated methods to the most receptive audiences with certain traits, which is based on the product or person the advertiser is promoting.[1]
Traditional forms of advertising, including billboards, newspapers, magazines and radio, are progressively becoming replaced by online advertisements.[4] Information and Communication Technology (ICT) space has transformed over recent years, resulting in targeted advertising to stretch across all ICT technologies, such as web, IPTV, and mobile environments. In next generation advertising, the importance of targeted advertisements will radically increase, as it spreads across numerous ICT channels cohesively.[5] Through the emergence of new online channels, the need for targeted advertising is increasing because companies aim to minimize wasted advertising by means of information technology[4]. Most targeted new media advertising currently uses second-order proxies for targetings, such as tracking online or mobile web activities of consumers, associating historical web page consumer demographics with new consumer web page access, using a search word as the basis for implied interest, or contextual advertising.[6]
Article 3：Post-click marketing
It is focused on those sources of traffic where someone clicks from such as display advertisements, keywords searching, email or social media links and so on. It involves the theoretical models of behavioral marketing to create the profile of web visitor’s online behavior. Therefore figuring out the context of the target audience is the first step to making an effective post-click marketing strategy[2]. Next, those clicked visitors should be segmented into different content and communication channels on basis of their needs and interests, so the navigation of the landing page is especially important for the final conversions. The MECE principle can help the website segment the choices of visitors exhaustively. During this period, READY frameworks in content marketing are suggested to adopt, making the content persuasive. Besides, the presentation of the landing page including the positions, layouts, images and interaction features also contributes to the final conversions[2]. Finally, conversion optimisation involves many performance metrics such as CPA(cost per acquisition), AOV(average order value), ROAS(return on ad spend), LTV(lifetime value) and ROI(overall return on investment). Post-click marketing can also increase its efficiency to create production and improvements continuously by integrating agile marketing practices.[2]