Digital Branding Process
A Digital Marketer should understand that brand conversations are happening on the web with or without the consent of the brand manager/stakeholder. At Mindmax Software Solutions digital marketing process starts with extensive research to find out the brand conversation on the digital world. The process by which the brand personality is mapped and enhanced can be s
ummarised as follows. Research. Exploratory Research, here we use tools to find out the brand conversation. Advance tool based research. This lasts for longer duration and advance analytical tools are used. This should be an on-going process. SWOT and Gap Analysis. Strength, weakness and opportunities and threats are listed out. This is the starting point for strategy decisions. A competitive brand analysis is performed to find out the possible gaps in brand performance. If the brand is a start up the SWOT and GAP analysis is performed for look-alike brand to find the brand elements and to design the strategy. III. Objective setting for Digital Marketing. The digital marketing objectives are set in concurrence with overall marketing and corporate strategy. The inputs from SWOT and GAP analysis are also incorporated. To start with it could be simple goals like digital visibility, lead generation or form downloads etc. But it can be complex one like positioning the brand and web asset at the top of search results (SERP)
IV. Digital Strategies: The Web Assets. The most important part of the strategy is which digital properties the brand should invest in. a .Web: Information Sharing website or Ecommerce web platforms. Social Media: The brand has to focus on social media which is relevant for the brand. The integration is the key to success. c. Blogs/wiki etc. d. Message Sharing Applications like WhatsApp etc. V.Strategies: To increase the organic traffic. This is the most important part of digital branding strategy which includes
a. SEO
b. Brand Activation
c. Integrated communication
f. Community Building. V. Paid Digital marketing solutions. Paid digital promotion is other integral component. Based on the digital brand strategies we may choose PPC or CPM models of pricing or combination of both. We also choose CPC, CPA or CPI pricing models or combination of these for digital campaigns in concurrence with marketing objectives. Each campaign should be A/B tested before big budgets are allocated. This will make sure the ROI for paid digital promotion is the best in the digital advertising industry. We have been using an equation which we developed to allocate budgets to different ad networks and platforms. This is usually derived based on marketing objectives and the budgets. Google trends and tools to find out trending keywords are also very useful. A suitable equation will be arrived to decide what proportion of digital advertising budgets should we invest in Facebook Adverts, Google Ad words, Yahoo, Double click, Slideshare, LinkedIn and other relevant niche Ad Networks. VI. Analysis and Reporting. This is the most important part of digital Marketing. Unlike in the traditional marketing the results are measurable and quantifiable in digital campaigns. We track and analyse the data in real time. So if the digital campaigns are not yielding the desired results change of direction is effected in real time. VII. 24/7 Digital Desk. We have a 24/7 digital desk to monitor the campaigns. It is proven that campaign management team comprised of Marketing head, Brand managers etc. from client side and campaign managers from agency side would give better ROI. Judicious use of brand activation and integrated communication will help the brand to go viral in digital Space.
