American Express's Open Forum Idea Hub is the go to place when a marketer needs inspiration and to further her education on at 3:11 in the morning. While reading Ivana Taylor's 5 Futuristic Applications That Are Here NOW introduces a fascinating concept that's gaining momentum: Digital, Real-Time Branding.
The internet revolution has made it hip to be small. Small businesses can increase their brand equity by becoming ubiquitous participants on social media sites. But there are more opportunities for small businesses who want to build their brand in a more subtle, more cost effective way. Ex-Yahoo Real Estate executive, Arjun Dev Arora used his expertise in real estate to create ReTargeter, a brilliant way to get past visitors BACK to your site.
The technology places a little “burr” of code onto your web site – much like the little burrs you might collect on your pants while your hiking. Then once visitors that have been to your site, they collect these digital “burrs” as they wander off to bigger sites like CNN.com, for example. As they wander the web they see a subtle ad for your site on the sites they are visiting (such as CNN.com, that have ad spaces) thereby increasing the perception of your brand and enticing them to return to you.
- Ivana Taylor
How to take advantage of digital branding: Look at digital advertising opportunities. Does your target audience have a favorite site or sites in your industry? What are they? To increase your visibility (and reach), offer to sponsor a page on one of those sites or become a regular contributor to it. The later is a great option if you don't actively maintain a blog yourself.
Macala Wright is the Founder of 
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