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| Marketing |
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| Brand management |
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| Strategy |
| Culture |
| Positioning |
| Architecture |
Digital branding is a brand management technique that uses a combination of internet branding and digital marketing to develop a brand over a range of digital venues, including internet-based relationships,[1] device-based applications[2][3] or media content.[4]
Concept
[edit]Digital branding develops a business’ identity, visibility and credibility in the community that interacts with the business online or through other digital mediums. This makes digital branding essential for creating and establishing a brand's story and presence in the digital world. Digital branding involves a complete digital media manipulation strategy that goes beyond standard online tactics commonly seen with Internet branding, including like posting daily tweets, promotional or email blasts.[4]
As opposed to digital marketing, branding aims to create connections between consumers and the product or service being delivered[5][6][7] so brand recognition is established in the digital world.[8]
Brand establishment involves four key points:[4]
- Building a digital brand story.
- Creativity in digital media and marketing.
- Digital channels and content distributed to channels based on consumer data and habits.
- Creating digital relationships.
Digital branding channels
[edit]Accordingl to Mabbly CEO, Hank Ostholthoff, digital branding is facilitated by multiple channels, as an advertiser one's core objective is to find channels which result in maximum two way communication and a better overall ROI for the brand.[4] There are multiple online marketing channels available, namely:[9]
- New media marketing
- Cross-media marketing
- Retail media
- Affiliate marketing
- Display advertising
- Internet branding
- E-Mail-Marketing
- Search marketing[10]
- Social Media
- Social Networking[11]
- Online PR
- Game advertising
- Video advertising[12][13]
- SMS Marketing
See also
[edit]- Brand management
- Visual marketing
- Online-Werbung
- Social media marketing
- Brand engagement
- Brand implementation
References
[edit]- ^ "What is 'digital branding'? - Smart Insights Digital Marketing Advice". Smart Insights. Retrieved 2016-03-12.
- ^ Kompella, Kartikeya (2014-08-05). The Definitive Book of Branding. SAGE Publications India. ISBN 9789351501046.
- ^ Chiles, David (2013-05-08). Apps: Everything You Need To Know. David Paul Chiles.
- ^ a b c d Ostholthoff, Hank. "4 Ways to Master the Art of Digital Branding". The Huffington Post. Retrieved 2016-03-12.
- ^ Shamoon, Sumaira, and Saiqa Tehseen. "Brand Management: What Next?" Interdisciplinary Journal Of Contemporary Research In Business 2.12 (2011): 435–441. Business Source Complete. Web. October 20, 2012.
- ^ Wilson, Chris (21 April 2009). "Interview with Brand Consultant and Author Marty Neumeier". Fresh Peel. Retrieved 6 March 2014.
- ^ "Branding Definition". Entrepreneur. Retrieved 4 March 2014.
- ^ Wallace, Christopher (7 April 2010). "5 Key Strategies To Build Your Brand Online". Search Engine Land. Retrieved 20 February 2014.
{{cite news}}: Cite has empty unknown parameter:|coauthors=(help) - ^ Pratik Dholakiya (14 April 2015). "3 Digital Marketing Channels That Work for Every Advertiser". Entrepreneur. Retrieved 17 October 2015.
- ^ Jansen, B. J., Sobel, K., and Zhang, M. (2011) The Brand Effect of Key Phrases and Advertisements in Sponsored Search. International Journal of Electronic Commerce. 6(1), 77-106.
- ^ "4 Important Digital Marketing Channels You Should Know About". Digital Doughnut. Retrieved 17 October 2015.
- ^ Green, R. Kay (25 April 2013). "7 Highly-Effective Ways to Maximize Your Online Brand Presence". Huffington Post. Retrieved 21 February 2014.
{{cite news}}: Cite has empty unknown parameter:|coauthors=(help) - ^ Fallon, Nicole (10 December 2013). "7 Highly-Effective Ways to Maximize Your Online Brand Presence". Business News Daily. Retrieved 21 February 2014.
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Further reading
[edit]- Ryan, Damian; Jones, Calvin (2009), Understanding digital marketing: marketing strategies for engaging the digital generation, Kogan Page, ISBN 0749453893
- Carter, Ben; Brooks, Gregory; Catalano, Frank; Smith, Bud (2007), Digital Marketing for Dummies, John Wiley & Sons, ISBN 9780470057933
- Birkin, Michael (1994). "Assessing Brand Value," in Brand Power. ISBN 0-8147-7965-4
- Fan, Y. (2002) "The National Image of Global Brands", Journal of Brand Management, 9:3, 180–92, available at Brunel.ac.uk
- Gregory, James (2003). Best of Branding. ISBN 0-07-140329-9
- Holt, DB (2004). "How Brands Become Icons: The Principles of Cultural Branding" Harvard University Press, Harvard MA
- Klein, Benjamin (2008). "Brand Names". In David R. Henderson (ed.) (ed.). Concise Encyclopedia of Economics (2nd ed.). Indianapolis: Library of Economics and Liberty. ISBN 978-0865976658. OCLC 237794267.
{{cite encyclopedia}}:|editor=has generic name (help) - Klein, Naomi (2000) No logo, Canada: Random House, ISBN 0-676-97282-9
- Kotler, Philip (2004). "Marketing Management", ISBN 81-7808-654-9
- Kotler, Philip and Pfoertsch, Waldemar (2006). B2B Brand Management, ISBN 3-540-25360-2.
- Martins, Jose Souza (2000) The Emotional Nature of a Brand: Creating images to become world leaders. Brazil: Marts Plan Imagen Ltda.
- Miller & Muir (2004). The Business of Brands, ISBN 0-470-86259-9.
- Olins, Wally (2003). On Brand, London: Thames and Hudson, ISBN 0-500-51145-4.
- Schmidt, Klaus and Chris Ludlow (2002). Inclusive Branding: The Why and How of a Holistic approach to Brands. Basingstoke: Palgrave Macmillan, ISBN 0-333-98079-4
- Wernick, Andrew (1991). Promotional Culture: Advertising, Ideology and Symbolic Expression (Theory, Culture & Society S.), London: Sage Publications, ISBN 0-8039-8390-5
- Knapp, Duane (2008). "The Brand Promise", New York: McGraw-Hill ISBN 978-0-07-149441-0