Download - Brand Building
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Brand Buildingis digital marketing a brand equity booster?
Yves-Alain SchwaarLausanne, 01.11.2011
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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
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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)
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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
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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
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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)
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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.
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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
youtubeblog
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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.
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Digital Marketing - a brand equity booster
Will you be next?