Branding Fragmentation vs. Aggregation
March 21st, 2008 by Jacob Wolfsheimer
Marketing a company to a variety of audiences – either through separate social media sites or a variety of marketing channels such as search, email, or video – may at first glance appear to fragment your marketing message and dollars. In reality, your online and offline marketing efforts often complement each other and work in sync to create an aggregated marketing effort.
As more and more individuals stream their lives in pictures, video, blogs, bookmarks, and social news sharing; companies will continue to see the value of marketing in different channels and testing each – both separately and as part of a larger marketing strategy.
Sites like Netvibes and Pageflakes can aggregate RSS feeds and webpages into one central, branded location. And, it is becoming easier to aggregate these into corporate sites and create versions of aggregated content that can reside directly on a corporate server.
Posting photos, videos, and bookmarking sites are all forms of marketing. They can be integrated into a corporate site in relatively short order. I highly recommend it.
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