Raising Brand Awareness Through Internet Marketing Tools

Website

A website, dedicated to the brand, is potentially the most powerful brand building tool. A Company's website is the most important element of internet marketing of any online activity. This is the company's second home online where customers and visitors can, at any time and from anywhere, to visit and see the latest news, offers, or products.

However, if the website is designed poorly or not appealing to the eye, slow and has unnecessary elements, or simply is unattended, it may bring more losses than benefits, because the website visitors will have a negative opinion about the company and its activities, and it is very likely that in the future they might not attend such page and even avoid the real shop.

Hill (2011) distinguished the following five key points to create a beautiful and user-friendly website:

Bar. Perhaps the most important part of the URL, poorly designed it can make a website completely unusable and eventually scare away visitors. Very important not to overload the field of design, but at the same time to create something beautiful, colorful and flickering. The simpler the design, the easier it will be to understand and manage the website.

Brand integrity of the company. If the company has developed and is developing its own brand, it is essential to move it into a website design, as customers and visitors share website design together with the company's brand. This result also creates a single corporate brand integrity.

Text layout. Most people prefer reading a web page as well as a book from the top to the bottom, from the left to the right. During creation of a web page, the most important information should be made on the right top side, in order relevant and updated information will be seen immediately and very easily.

Content. The creation of a short and clear message allows visitors to read information, understand and remember it simpler and easier. Visitors simply get lost, if the site is swamped with information, they do not understand where and what to read, they will not remember the information they obtain, and finally get tired of reading and leave the website. When writing a text, one must remove completely unnecessary information and create more white space between rows, and make the text easier to read on the screen.

Trust. Creation of a more beautiful, more attractive and appealing website that meets the needs of web design will facilitate the company to form a larger and stronger sense of mutual trust. It can also be extended and the return of goods guarantee to pay for the goods only after delivery of things to your home or reservation.

People will notice it immediately and positively assess it; the recovery will be felt in the enterprise. It is not enough to create a beautiful website; it is necessary to maintain a warm, pleasant and fast relationship between employees, the existing and potential customers.

In summary, if the company has created a really beautiful and well thought-out web page, where everything is in place and a common commodity description integrity, the website guests will obviously visit it. Internet visitors will get more convenient and eager to browse the website, which will definitely contribute to the improvement of the image of the company. Some companies are improving their public image when existing customers provide positive feedback.

Advertising on the internet

According to Adjugler (2008), almost 15-20 years ago, when the internet had just started to spread and gain its popularity, the internet advertising space can be compared with advertising in the media. Customers bought advertising space in a desired site for a certain period of time and placed it without knowing whether the advertisement would interest visitors.

Advertising rates were determined by simply taking into account the advertising space and the average amount of site visitors, even without knowing whether they will see the ad or not. Media is following perhaps the same principle, only the price is determined according to the market circulation.

Such advertising was and is very inefficient for attracting visitors and showing the prices, so the advancing technology improved advertising opportunities. Over time it appeared more modern and efficient advertising when changing a few ads in the same ad space, so it was possible to find out which ads are more interesting to visitors or completely uninteresting.

Still later it appeared in "cost per thousand advertising principle", a standard set of advertising cost per thousand website visitors, where the advertisement was displayed. Over time, more similar to modern times, payment models, "cost per click" (pre-determined price for a click on an ad) principle emerged, and the number of clicks can be shown.

For a while, advertising became far more imaginative, with moving animations, etc. Modern software became so sophisticated that it is able to provide advertising exclusively in a particular region or population to provide advertising to different people, based on demographic data.

Although there are a number of promotional tools, a perfect tool for all advantages and disadvantages still does not exist. Finally, the use of promotional tools varies widely from the advertiser to the objectives and the audience, so this should also be taken into account.

According to Chan (2015), using internet and traditional advertising, both contribute to the company's brand promotion and awareness-raising. Author used the present literature, confirming that internet advertising is an especially effective tool to improve the company's brand awareness.

According to him, the advanced modern internet technology allows internet users to apply only the most relevant and updated information on exactly what they need without any unwanted content. Using the latest and the most efficient analytical data processing programs, Internet users can get ideas on certain issues as well as understand and investigate their deeds.

And most importantly, all of this information comes from social networks, online forums or discussions. This allows businesses to provide the most important and most relevant content to consumers that meets their expectations in order to increase their awareness of the society companies can "run noise" in the Internet space. This can be done by creating a viral video or advertise widely throughout cyberspace in order to promote positive public feedback "word of mouth".

Social networks

Social media marketing involves the use of internet social media tools, such as: Facebook, Twitter, and LinkedIn in order to reach consumers innovatively. Social networking helps to promote the company and its activities. Active social networks try to attract more new customers or visitors. People are always much more interested in following corporate social networking, than just visiting their websites.

In social networks people can directly, very simply and informally interact with business, and create a much stronger two-way communication, which then enhances mutual trust and strengthens brand image, and finally, after a large and long work can be seen increasing corporate visibility. In order to achieve this, business social networks have to be particularly active, as much as their users, or even more active.

Genslera, Völcknerb, Liu-Thompkins, Wiertz (2013) argue that the rise of social media and the associated possibilities of large-scale consumer-to-consumer interaction and easy user generation of content focus the spotlight on the importance of recognizing, and if possible managing, the multi-vocal nature of brand authorship advocated by the cultural branding view. Consumers in particular are more empowered by social media, as these technologies enable consumers to share their brand stories widely with peers.

Social networks are very popular. Several years ago only few people knew or used social networks (e.g., Facebook), nowadays almost everyone has and actively uses social networks.

Social networks are free. Visitors do not pay for their activities in social networks, and benefits can be much higher than from ads.

Social networks enhance two-way communication. Users much more conveniently and faster can communicate with companies via social networks, expressing their views and proposals.

Facebook, Twitter, Google+, Pinterest, and LinkedIn are the most popular social networks. However, only a few of them can be analyzed as the most popular social networks, because some of them have not gained great popularity in Lithuania.

Social network Facebook in Lithuania is used by 68% of the population, 46% of which use it on a daily basis. Meanwhile, the second largest social network Google+ is used by almost 27% of the population, only 8% of them use it regularly. Professional social network LinkedIn In Lithuania is used by almost 6% of the population. Other foreign popular social networks, such as: Twitter, Pinterest, or Tumblr are not popular in Lithuania.

Facebook. The Facebook story began with a simple idea to create a single student's social network for high school students where they could easily communicate and share information. However, the situation has arisen that after the great success, Facebook has become accessible to everyone, no matter where they lived, worked, or studied. After several years it experienced great success, presumably there were no persons who have not heard about this social network, although every fifth person in the world had a Facebook account.

It is important to provide information about your business when creating a Facebook account, in order the people visiting your account would immediately be aware of what you do, know the company's working hours, etc. However, the simplest, though the most important information should be mentioned: the level of prices and time, the information about the service, product's range and their groups, payment opportunity, phone number, and e-mail address.

Providing this information, it is important to arrange the following information about the company: its short history, the services provided, its goals and values. It is advisable once every three months to check whether the written information is correct and whether it is still relevant for that period.

It may happen that the company has moved, changed its working hours and contact information. It is important to provide this information in a somewhat looser style, but it should be interesting to read. It should not be written in a very formal and boring way, no one will read it and besides you might even lose potential customers.

For creating a good and attractive message, it is important to provide:

• photo and a brief description;
  
• few sentences about some recent events;
  
• good knowledge of your business or local community;
• special offers, discounts or promotions (briefly and clearly);
• information about the company's announcement in the press.
  

Table 2: Facebook Statistics

Google+. Google+ was created and managed by the company Google. Google is a California-based, multinational internet company, providing digital products and services, such as: online search and advertising, cloud computing, and software. In May 2015, Google was ranked first amongst the most visited multi-platform web properties in the United States with 242 million U.S. unique visitors and a market share of 64.2 percent among the leading U.S search engine providers.

Google's market capitalization in February of 2015 was valued at 370.2 billion U.S. dollars. The same as Facebook and other social networks, Google+ allowed you to create your intended personal or business accounts. People could share and look for the content as well as in all social networks. Google and creates your own miniversion of social network Facebook. Despite the existing similarities between these two social networks there are important further differences:

• Circles were considered as the most frequently mentioned and the largest Google+ advantages and differences, compared to Facebook. Just like in real life, people could create their desired groups (such as family, close friends, relatives, classmates, co-workers, etc.) in Google+ network. They could also add the desired parties to one or more circles. This allowed you to share information only with certain individuals.
  "1+" - this is equivalent to Google+ Facebook "like" button. People clicking on this button showed that they like the content.
• Human mention. Writing a comment or message and pressing + sign and immediately without entering the person's or company name, they will be automatically informed about their commemoration. This made it very easy to share news or information to certain people, and companies can become much more active, more communicate with the public or customers.
• "Hashtag". Makes it easier to find messages with a specific theme or content. Users create and use hashtags by placing the hash character (or number sign) pressing the # in front or unspaced phrase, either in the main text of a message or at the end. Searching for that hashtag will present each message that has been tagged with it.
• Hangouts. Online chat with Google+ users, where up to 10 people could participate at the same time.
  

• Google: 67.5%
  
• Bing: 16.7%
  
• Yahoo: 11.6%
  
• Ask: 2.6%
  
• AOL: 1.7%