In recent years, digital branding and digital marketing strategy have exploded onto the marketing scene. With the ever-growing connectivity of consumers with everything from smartphones to social media, it’s no surprise that marketers want to penetrate this incredible wealth of potential clients.
In it’s purest form, Digital Branding merely is “branding.” And, it is using all the resources of the digital world like Social Media (Facebook, Twitter, etc.), search engine optimization and websites to convey your brand message.
A good marketing plan includes combining and mixing several forms of digital marketing to get to your desired client or user. It provides a roadmap for how digital marketing strategy links together in an efficient, cohesive manner. It ensures that your looks the same, feels the same and communicates the same core values as overall digital platforms whether it’s your website or Facebook.
Once you decide what your message is and how to communicate it (content marketing), your next step is to figure out where to deliver it. Naturally, this process entails identifying your target audience demographic then figuring out where that audience is likely to “be” on the internet. There is a myriad of ways to approach client acquisition on the internet from search engine marketing to social media marketing.
1. Target markets – How big are your target markets? How fast are they growing? Are these defined and understood?
2. Customer needs and wants – How are the target markets segmented? Are there groups within your group that you want to target specifically? Are there groups within your group that are “influencers” that will make others come to you?
3. Differentiation – How is your brand or product different? What is your unique value proposition? How is your client likely to be different (do you have ‘value’ oriented client or a ‘service’ oriented client for example)?
Answering these questions helps you identify the venues and platforms to find your unique audience.
“If there’s one thing I despise, it is a fair fight. – Spaceballs (1987)”
You must engage your competition in areas where you have or can create a clear competitive advantage. When you’re working on where to place your efforts in the digital marketplace, you must know where your brand has the ‘high ground.’
Positioning is what you do in the mind of your target consumer not what you do to a product or service. Emotion has been shown to be the first driver of decision-making on a consumer’s path to purchase. People typically buy things for how it makes them feel (or pain that they can avoid feeling).
Perhaps, you remember the sad commercials of the 1980s from AT&T about the son calling his mom. Bottom line, understand the reason people buy your brand. Then, appeal to them in those areas or venues where you can amplify that “why.” For example, if your product is something people do with friends (like games), social media is likely a natural venue for you then people can share with friends and interact with your ad.