Digital Branding Strategy: Digital Communication And Digital Marketing Strategies

DIGITAL PROMOTIONS

Digital technologies are able to emulate almost every aspect of marketing communications and traditional media channels and, in doing so, to span the marketing mix. However, digital promotions are more specific and are an element of the marketing communication mix. Nevertheless, the boundaries are less than clear, because digital technology is not only a means of communication but also a method of distribution. The flexibility afforded by the technology means it is highly complex. Marketers are faced with learning how to use and understand emerging technologies (e.g., social media), determining how to make strategic decisions that enable them to make best use of the technology and implementing Digital Marketing plans which

Consider that in the early days of TV, when the new medium was not as yet entirely understood, there were separate ‘TV planners’ who created a ‘TV strategy’ for the brand. Over time, this was incorporated into the overall marketing strategy (as it should be). The same is going to happen with digital. Increasingly, digital thinking is being incorporated into marketing strategy from day one. This section considers digital strategy separately in order to highlight some differences in approach, but this should change in practice over time. Digital Marketing strategy builds on and adapts the principles of traditional marketing, using the opportunities and challenges offered by the digital

It is important to identify the supporting value-adding aspects to the brand promise that are unique to the digital landscape. What extras, beyond the basic product or service, do you offer to customers? The Internet offers many channels for value creation. However, the definition of what is ‘valuable’ depends largely on the target audience, so it is crucial to research your users and gather insights into what they want and need. Content marketing is the process of conceptualising and creating this sort of content – examples of value-based content include a DIY gardening video for a hardware brand, a research paper for a business analyst or a funny info-graphic for a marketing