Week 9: Branding in e-marketing

December 8^th, 2018

By M.Tourabi

What is ‘digital branding’?

Digital branding definition:

"Digital channels and assets are used to communicate a brand’s positioning (or purpose) as part of multi-channel brand communication or engagement programmes".

We don't use the term ‘TV branding’ or ‘radio branding’? so the term 'digital branding' is curious. Time must be spent researching, defining and building a brand.

Digital marketing has emerged as a specialism over the last decade with its origins rooted in direct marketing. The increase in the number of personal devices and their use means brand marketers have many more ways of communicating directly and interactively with their target consumers or customers. Given this, it's no surprise that branding concepts should be applied to digital media and technology to develop brands through interactions with consumers on their digital devices. 

The refrain in many businesses is about putting the customer or consumer at the centre of everything they do. New buying behaviours, channels and technologies provide more ways of delivering engaging, consumer-centred brand experiences. Use the right segmentation to communicate with the target consumer to build brand value and loyalty, putting the customer at the centre of everything they do.

So success will comprise participating in a wide range of online activities, integrated with offline brand events. An integrated approach is key rather than seeing digital as experimental. The overall aim should be to deliver an authentic and consistent total brand experience that is aligned with the brand’s strategy, positioning and purpose.

References:

• Smart Insights. 2018. What is ‘digital branding’? | Smart Insights. [ONLINE] Available at: https://www.smartinsights.com/online-brand-strategy/brand-development/digital-branding-definition/. [Accessed 8 December 2018].
• Tronvig. 2018. The Difference Between Marketing and Branding. [ONLINE] Available at: https://www.tronviggroup.com/the-difference-between-marketing-and-branding/. [Accessed 8 December 2018].