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THE
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Today’s Branding Challenge
50 milliseconds to capture the interest of potential customers!
- Behavior and Information Technology, 25:115-126 2006 publication
by Dr. Gitte Lindgaard
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Overloaded and Filtering Information
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65% of U.S. shoppers will browse online and buy in store over the holidays* *(Accenture 2013 report)
78.1% of U.S. Pop. uses Internet*46.4% of U.S. Pop. use Facebook* *(Internet World Stats)
35% of Americans 16 and older has a Tablet Computer* *(Pew Research Center – as of May 2013)
1.91 BILLION web pages indexed* *(WorldWideWebSite.com)
56% of U.S. has Smartphone* *(Pew Research Center – as of May 2013)
DIG
ITA
L S
OC
IET
Y
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We Are The Digital Society
If you don’t capture people’s attention quickly ….
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YOUR COMPETITION IS JUST A CLICK AWAY
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IS YOUR BRAND READY FOR
TODAY’S WORLD?
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WHAT IS DIGITAL BRANDING?
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WHAT IS DIGITAL BRANDING?
Using digital media (graphics, text, images, video, audio, etc.) to create, build, manage and revitalize the relationships between a brand and its audiences.
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BENEFITS OF DIGITAL BRANDING
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• Cost effective
BENEFITS OF DIGITAL BRANDING
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• Cost effective• Quickly updated
BENEFITS OF DIGITAL BRANDING
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• Cost effective• Quickly updated• Networked, easy to share brands (‘viral
capacity’)
BENEFITS OF DIGITAL BRANDING
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• Cost effective• Quickly updated• Networked, easy to share brands (‘viral
capacity’)• More targeted – reach specific
audiences
BENEFITS OF DIGITAL BRANDING
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• Cost effective• Quickly updated• Networked, easy to share brands (‘viral
capacity’)• More targeted – reach specific
audiences• 2-way communication potential
(engagement – not just ‘broadcast’)
BENEFITS OF DIGITAL BRANDING
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• Cost effective• Quickly updated• Networked, easy to share brands (‘viral
capacity’)• More targeted – reach specific
audiences• 2-way communication potential
(engagement – not just ‘broadcast’)• Can better measure advertising ROI
(metrics)
BENEFITS OF DIGITAL BRANDING
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• Cost effective• Quickly updated• Networked, easy to share brands (‘viral
capacity’)• More targeted – reach specific
audiences• 2-way communication potential
(engagement – not just ‘broadcast’)• Can better measure advertising ROI
(metrics)• Your audience is online
BENEFITS OF DIGITAL BRANDING
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CHALLENGES OF DIGITAL BRANDING
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CHALLENGES OF DIGITAL BRANDING
#1 Challenge:Easily Distracted: Speed, ease, and collaborative nature of digital branding can easily ‘pull’ a brand in many directions, diluting a core message and strategy.
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CHALLENGES OF DIGITAL BRANDING
#1 Challenge:Easily Distracted: Speed, ease, and collaborative nature of digital branding can easily ‘pull’ a brand in many directions, diluting a core message and strategy.#2 Challenge:Starting & Stopping: ‘Digital’ world can easily be ‘forgotten’ or ‘ignored’ to those not used to it
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TIPS FOR SUCCESSFUL DIGITAL BRANDING
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Strategy
How does your brand translate online?
• Informational?• Ecommerce?• Useful features? • Resource-rich?• App?
TIPS FOR SUCCESSFUL DIGITAL BRANDING
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Clarity
• What is your brand message?
Does your brand message need to be modified for digital media?
TIPS FOR SUCCESSFUL DIGITAL BRANDING
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Usability
• Is it easy to use/engage with your digital brand?
Example: website navigation, mobile website, multiple points of contact, etc.)
TIPS FOR SUCCESSFUL DIGITAL BRANDING
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Collaboration
Different skillsets and mindsets must work together to succeed
TIPS FOR SUCCESSFUL DIGITAL BRANDING
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Discipline
Be consistent in managing your brand online (don’t start and stop!)
TIPS FOR SUCCESSFUL DIGITAL BRANDING
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Coordination
Make every ‘digit’ count
TIPS FOR SUCCESSFUL DIGITAL BRANDING
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Coordination
Make every ‘digit’ count
TIPS FOR SUCCESSFUL DIGITAL BRANDING
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TIPS FOR SUCCESSFUL DIGITAL BRANDING
Coordination
Make every ‘digit’ count
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TIPS FOR SUCCESSFUL DIGITAL BRANDING
Coordination
Make every ‘digit’ count
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Share Your Brand
Let users ‘customize’Don’t be ‘rigid’
Example: Social Media (Pinterest, FB, Blogs, etc)
TIPS FOR SUCCESSFUL DIGITAL BRANDING
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Announce Your Brand
Email NewsletterSearch Engine RegistrationsSocial MediaSEO and SEMCross-linkingBlogs
TIPS FOR SUCCESSFUL DIGITAL BRANDING
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Reputation Management
Regularly check your brand’s online reputation and accuracy of information. ‘GOOGLE YOUR BRAND!’
TIPS FOR SUCCESSFUL DIGITAL BRANDING
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Associate Online Wisely
YOU ARE THE COMPANY YOU KEEP….Link to/and promote other websites carefully –
TIPS FOR SUCCESSFUL DIGITAL BRANDING
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Defend Your Brand Online:
www.yourbrand.comwww.yourbrand.cowww.yourbrand.netwww.yourbrand.orgwww.yourbrand.bizwww.your-brand.comwww.yb.com
TIPS FOR SUCCESSFUL DIGITAL BRANDING
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Summary of Tips for Online Branding• Strategy• Clarity• Usability• Collaboration• Discipline• Coordination• Share Your Brand• Announce Your Brand• Manage Your Online Reputation• Associate Online Wisely• Defend Your Brand
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THE