Vincent Wee Eng Kim

Internet Branding & Impact on Institutions of higher Learning Vincent Wee Eng Kim

The major traditional media to promote an organization are television, newspapers, magazine and radio. However the market is changing as many consumers are spending more time on the Internet and using mobile devices. Web branding is getting more attention. Institutions of higher learning promote their brand on the Web for several reasons. Television viewers are migrating to the Internet. Web users are spending significantly less time watching television and more time using the Web. This trend will continue, especially as the Web enabled mobile phones are becoming commonplace. In addition, many Web users are well educated and have high incomes. These Web surfers are a desired target for many advertisers. One of the major advantages of using the Web over mass advertising are precise targeting, interactivity, rich media that grabs attention, cost reduction, efficiency and eager customer acquisition. In comparison to traditional media, the Web is the fastest growing communication medium by far. Web users surpassed 2 billion in 2011. Of course, marketers are interested in a medium with such potential reach, both locally and globally.