Traditional brand building is expensive! Many brand experts have written £40m to £60m a year is needed to create a UK household brand!

Wow that is a LOT of job advertising revenues! Reading financial reports showing Jobsite or Monster or Hot Group that is a massive proportion of their turnover or more than their turnover!

The Internet maturing to mainstream has rewritten the brand book and continues to as mobile web gets more popular and late arrivals sign up for a web connection.

Brands are everywhere online; any Google search results page exposes up to 23 brands (domain names). Billions of sites show display adverts such as Sky Scrapers, Banners and MPUs -many working as mini TV ads communicating Brand identity and values.

Search Engine Marketing (SEM) is response driven allowing you to buy uses to your site where you have the ability to sell your brand and services.

The traditionally trained marketer seems to often miss the value of SEM! The value of paying for targeted eyeballs to land on a page you design specifically to drive business and build your online brand values is enormous!

How many million a year would it cost to be on every UK job search?
It would need to include the c5m users who use job search engines such as Allthetopbananas.com, the general search engines such as Google, Yahoo, Bing, etc.

Or is it better to spend your millions interrupting people's relaxation time by buying expensive, un-targeted TV campaigns and showing bias by sponsoring Football Clubs?

Football sponsorship results in a segment of typically male population while associating your brand with the reputation of a single club. Dangerous unless you are locally focused or footie fans are your core audience such as boys toys and beer! I wonder what return Jobsite will get from their sponsorship deal?

Underestimate the power of online for your brand building at your peril!

Watch that space!  The Web 1  Portsmouth 0