1

Brand Buildingis digital marketing a brand equity booster?

Yves-Alain SchwaarLausanne, 01.11.2011

2

Ubiquitous buying processFrom awareness to purchase; a multi-touchpoint buying process

• the client journey within the information space is ubiquitous

• The buying decision process is a cross media, multi-touchpoint process

• Consumers behavior requires a consistent brand presence throughout all chanels

• Prosumers are expressing themselves, a brand building opportunity, but also a risk

t

fbg

blog

www

g

www

fb

$$$

t

fb = facebook

g = google

t = twitter

www = website

blog = opinion

leaders' blogs

3

personal zones public zones

Time of the day onlne media consumption

(source: Microsoft Europe 2011 - n=7000)

Media consumption switchBrands audiences are online

fb e-mail BBCyoutube

Voguetwitter e-mail Google

The media consumption has evolved over the last years, Internet being timely the most used media

The online media consumption is a mix of personal interactions, information gathering, buying transactions, social encounters, the usage changing on the time of the day, and the device used (smartphone, laptop, tablet)

4

Owned, earned, paid media Generate brand awareness, image and preference

the value of owned media grows gradually over time and is the starting point of earned media. If properly nurtured, the value of earned media tends to grow faster than owned thanks to the poser of the social graph. Paid media can be used to spike the growth of earned & owned media - it offers an instant and targeted pay-off. It will also increase the growth rate of earned media over time

• IAB media• sponsored content• content & social

ads

• blog mentions• social sharing• influencer

activation

• brand.com• facebook page• micrositesowned

media

earnedmedia

paidmedia

time

imp

act

source: halogen media

5

experience rich brand building

classical brand building platform

Paid MediaCreate brand awareness, define brand identity

Premium brands have reached their target audience and built brand awareness through a presence in premium publishers' products. Advertising on these supports supports brand's image development through image transfer from the premium support to the brand.

With the switch of media usage, and the multimedia abilities of digital advertising, brand awareness can be built as well as a unique brand experience. Through these means, a brand image can be rapidly created, transposing the image transfer mechanics from offline to online.

Paid media will be the base investment necessary to generate visits on the owned media, and ignitiate the dialogue on earned media

6

Earned Mediasocial media platforms can make or break your brand

Facebook:More than 800 million active usersMore than 50% of our active users log on to Facebook in any given day Average user has 130 friends

Twitter: more than 100M active users per month, 50% log on every day, 55% on mobile1Billion Tweets every 5 days

Youtube: more than 800M monthly visits

Blogging platforms:more than 470M visits per month (blogger and wordpress)

7

Earned MediaSocial media platforms can make or break your brand

Most of the content created on social media platforms is shared within and between social circles, exposing any content created to a potentially massive audience

Opportunities lie with the brand's ability to leverage on its social media audience, initiate a dialogue with opinion leaders, and therefore facilitate the spreading of the brand's message.

Monitoring the social media's brand perception is paramount to any brand. It gives the brand a realtime feedback and the opportunity to participate in dialogues around the brand, being positive or negative.

By not being proactive about its presence on social media, a brand leaves full control of the dialogue over its brand perception to third parties, putting its brand equity at risk.

8

Brand's online ecosystem

Owned media, the flagship storeA brand's own online presence remains a necessity

Although the volume of visits on brands owned online presence has reduced over the last years with the surge of social media, it is still essential to the consistency of a brand's online presence, but also as a platform of interaction and commerce with its own clientele. An own online presence has to remain the "online flagship store" for the brand.

By giving up investments on its own online presence, a brand is taking the risk of being totally dependant from third party platforms, putting its brand equity at risk.

A brand's online strategy shall leverage on the platform where it can reach its audience, but also aim at building a long term relationship with its clientele, by securing an own online customer relationship platform, not giving completely control to social media platforms owners.

brandwww

fb

twitter

youtubeblog

9

Online brand buildingA case study

Burberry, has understood and integrated the potential of Digital Marketing for brand building and positioning. By switching an essential part of its marketing budget to online activities, Burberry's digital presence has essentially contributed to the company turnaround and brand attractivity. What started with an own social media platform artofthetrench.com has become the luxury industry best practice and success story.

10

Digital Marketing - a brand equity booster

Will you be next?