Money How Today

The approach of traditional advertising, which basically consider the branding as a product, the exposure of the brand is not readily applicableto the Internet, where branding is built through the experience of the Internet.
When we talk about branding we talk about the image that a brand generates in the mind of each individual and different audience. Branding is a product of perception and result in the level of knowledge, remembrance, prestige, admiration, desire, aspiration and identity, among other variables.

But half of the advertising depends on its nature. For example, a billboard (in terms of interest, clarity of message and recall) is a typical half-way which can only transmit efficiently a very few words.

What is the role of the public to a fence? Very passive. The fence is part of the environment and “going through” circumstantial in the public eye passersby who are exposed just to find that fence every time you move along that path.

But the web is not passive

The public Internet has control of everything that is done and who decides to pay attention and what to ignore. Internet users are not passive in the face of Internet advertisement, and further assumes a very critical if it does not give a positive value to the experience of browsing.

Why do the vast majority of Internet users are annoyed with the animations on web pages that have a decorative function? Because they put the user in a passive position and forced to endure as only a spectator.

What is a positive experience like this is half as the Internet, where the public wants, and can control everything you do?

To a large extent this explains the success of advertising on Google and Yahoo, which are text only and that despite being graphically very “boring” from a traditional advertising has become the format of advertising and most successful Internet anywhere in the world, for both advertisers and the media: The ads are related to customer interest.

Experience in terms of navigation

Branding in a Web page in terms of navigation, is the perception and image that is formed when the visitor live the experience of interacting with it.

From that experience, the web is formed as an opinion and gives a view of both the page and the company responsible for the quality on-time navigation:

• “The site responds quickly or slowly?”

• “Is it easy to get what I’m looking for?”

• “Do I have to make too many clicks to get information?”

• “Is it easy to return an information that I saw before?”

• “Is it easy to read the page content, or the background color and font size that I can not help?”

• “In every moment I know exactly what section of the page or am I lost?”

• “Is it easy to find a way to contact this company?”

If the answers to these questions constitute a negative experience, the exposure of the brand will also be perceived negatively. This affects the browsing experience in the prestige of companies and products.

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