Developing brand strategy for online businesses is yielding much awaited results for the agencies. And contrary to old school of advertising geeks online advertising and branding can also do wonder for its clients by simply sticking to four major basics like primary target, selling proposition, competition and product or service mix and Horton Lantz & Low has done with style and panache.
Probably its now time to understand for all of those species called consultant that whether its brick and mortar or online, its not about technology but relationships which count. Media planners, don’t you know that excluding email (which anyway take a lot of time and get premium focused eyeballs) all over the world’s people are spending more than 15% of their time online everyday. But your allocation never exceeds 4-6% of total spend. Kudos to Horton Lantz & Low for a nice show.
