March 2018 - Branding | E-Commerce | Online Marketing

doteditorial: Branding & Selling Online

This month, dotmagazine investigates less well-trodden paths to branding and brand protection, and the use of advertising and email in selling online.

© Murat Göçmen |

Welcome to the latest issue of dotmagazine, “Branding & Selling Online”, which looks at a range of aspects related to branding, advertising, and commerce in the digital space.

Branding is clearly key to a digital strategy, but it involves and offers more than simple awareness raising. The industry insights this month take a look at some of the less well-trodden paths of branding and the impact of these, such as choosing your domain names, and protecting your brand’s reputation through responsible emailing. “Selling” is also multi-dimensional, incorporating both the placement (or not) of sales messages through digital advertising, and extending to the actual transactions occurring between company and customer. So, join us this month for a slightly different take on branding and selling via the Internet.

How to launch and grow a brand are topics that both Lucie Poisson and Marie Le Maitre provide insight and advice on. Lucie Poisson offers a 6-step plan to developing a brand, and shows that branding can be more than just a sub-component of marketing: it can determine your entire strategy. Marie Le Maitre from CSC Global provides advice on best practices for launching a brand, arguing that companies need to take the full range of digital tools into account for building their strategy – even if they are not needed immediately. 

Claiming digital territory for a brand through the strategic choice of domain names is the topic for both Katrin Ohlmer, Managing Director of DOTZON, and Martin Kuechenthal, CEO of LEMARIT. In “What dotBrands Can Do for Companies”, Katrin Ohlmer gives examples and explores the recent phenomenon of dot brands – top-level domains using the brand name as the identifier to the right of the dot (for example, .audi and .swatch). This strategy offers brands several advantages, such as creating an intrinsic connection between a company’s products and its web presence, but also gaining full control of the digital space. As Martin Kuechenthal points out in his interview, “everybody who uses a dotBrand can make sure that everything that is behind the dotBrand is really original content or services from the dot brand owner.” But it’s not only about the dotBrands – Kuechenthal explains the changed world of top-level domains, and how the defensive registration of domain names is no longer the best strategy: With so many possible domain names to choose from, it is better to undertake careful monitoring of what is happening around a name, and to only take action when necessary.

Our Doing Business in Germany column for this month looks at the idiosyncrasies of social media in Germany – and how companies should not just assume that user preferences and behavior are the same everywhere when planning digital strategies.

Emailing - from the perspectives of data protection and consent, brand reputation, and the use and management of transactional emails - will be one focus of the second half of the issue. Brand reputation also emerges in the area of online counterfeiting, with advice for companies on prevention and brand protection. dotmagazine will also be looking at the issues of online advertising and ad-blockers – illuminating this controversial topic from both sides of the debate. So, stay tuned for more great content from the eco Association’s specialists, members, and partners, coming on the 21st of March 2018.