Internet Startegies by John Phanchalad

The dynamics and metrics of assessing success of internet marketing strategies are still being assessed. Amidst all the trials and errors that many companies are still indulging in to figure out the best form and strategy of internet marketing, the traditional values of branding and advertising shouldn’t be forgone. One has to bear in mind that the medium may be new and there may be a flood of information but conventional realities still exist and are quintessential to the existence and viability of an enterprise.

One of the most prized assets of any company is brand loyalty. John Phanchalad CEO of JPDigital Tech, says that most companies engaging in internet marketing are not focusing enough on forging brand loyalty. Not very long ago, restaurants used to consider their guests as patrons. Patronizing may have become a derogatory term in pop culture but clubs and many restaurants still consider their guests to be patrons. It is the brand loyalty that drives the businesses of many esteemed clubs, private lounges and various types of enterprises of different natures and sizes across the world. While many businesses cater to one-off clients who are mostly mobile, any enterprise would need a certain segment of its target audience to be loyal to the brand.

Internet marketing is increasingly catering to the one-off mobile audience. Very few advertising firms or marketing companies are working on ensuring that people who like a brand or endorse it for a while get transformed to a loyal consumer of the products or services. In simple words, client acquisition needs to work hand in glove with client retention. Any company that only focuses on increasing outreach and new client acquisition without focusing on forging brand loyalty and the same customers buying again and again would be destined to fail.

John Phanchalad doesn’t blame the marketing companies or the brands entirely. The nature of internet has made it mandatory for companies to focus on a large market and in the demand to consistently live up to the changing dynamics and expectations of the online consumer, many of the traditional objectives are apparently either becoming insignificant or irrelevant. It is time for companies to give due significance to brand loyalty and customer retention. Selling a product once and acquiring a new customer is certainly an achievement but having that customer buy a brand’s products or services consistently is the recipe for entrepreneurial success.