Building Brands in a Digital World.pdf

Building Brands in a Digital World by: Ryan P. Hontiveros, M.S.  Building Brands in a Digital World by: Ryan P. Hontiveros, M.S. Digital Branding vs. Digital Marketing Digital branding focuses on providing value and inspiring loyalty and brand recognition; creating meani...

Building Brands in a Digital World by: Ryan P. Hontiveros, M.S.  Building Brands in a Digital World by: Ryan P. Hontiveros, M.S. Digital Branding vs. Digital Marketing Digital branding focuses on providing value and inspiring loyalty and brand recognition; creating meaningful relationships in digital assets as an added value.. Digital marketing is all about finding new customers and generating sales; building and maintaining customer relationship online. Components of Digital marketing: Website, Logo, Brand messaging, SEO, Social media, email, content and influencer marketing. More content choices are creating their own in more places, content. The Future of MARKETING AIDA Attention Interest Desire Action Brands and Branding Have Not Changed BRAND = Collectively, what people say, feel & think about your product service or company  BRANDING = Using marketing to influence people’s attitudes towards and perceptions of the brand. BRAND LOYALTY will still be earned over time through consistent positive experience & engagements… Treat me well and I will return the favor. Traditional Marketing is all about pushing things to sell out at people  PRODUCT PACKAGING DISTRIBUTION CRM ADVERTISING CONSUMER http://www.flickr.com/photos/tathei/202057657/ This isn’t working.  A TIME FOR CHANGE “We’re not in the business of keeping the media companies alive. We’re in the business of connecting with consumers.” Trevor Edwards Vice President, Global Brand & Category Management Nike Connecting is a long term effort to create relationships beyond the initial transaction. Connected customers tend to become repeat customers, Source: New York Times - http://www.nytimes.com/2007/10/14/business/media/14ad.html  Modern Marketing Is about creating things that draw people in.  PRODUCT PACKAGING DISTRIBUTION CRM ADVERTISING CONSUMER  MODERN MARKETING “Digital is the centerpiece of a broader campaign. I think that’s become a real integral part of how we use the web, moving beyond just promoting web addresses in TV spots or print ads to really making them a critical part of the storytelling for the brands.” Rob Master Media Director, North America Unilever Source: Advertising Age - http://adage.com/article?article_id=125663 How can you create brand fans? When they are surprised or delighted with their brand experience, they will tell stories about it, evangelize and recommend the brand to others  STOP START Interrupting Engaging Directing Connecting Shouting Enticing High-powered messages Engaging content Reacting Interacting Return on investment Return on involvement Big promises Intimate gestures Explaining Revealing/Discovering Deliver VALUE through Marketing. Or, more simply put… Make people’s lives better. Ok, sounds simple enough. So how can we do this? Emerging Methods  PRODUCT INNOVATION Build the marketing into the product Make the product so great, people can’t help but talk about it.  MODERN MARKETING “Something remarkable is worth talking about. Worth noticing. Exceptional. New. Interesting. It’s a Purple Cow. Boring stuff is invisible. It’s a brown cow. … Remarkable marketing is the art of building things worth noticing right into your product or service.” Seth Godin Author / Speaker / Marketing Expert Purple Cow Source: Purple Cow / Seth Godin / Page 3 Transforming the economics of marketing and making obsolete many of the function’s traditional strategies and structures. ENGAGEMENT UTILITY  UTILITY “Branded Utility is where the brand creates a commitment to a relationship. It’s where the brand creates something useful to you, something that’s a utility in your life. The consumer will feel more confident with the relationship if the brand will continue to be part of your life.” Benjamin Palmer CEO / Owner The Barbarian Group Source: psfk.com - http://www.psfk.com/2006/11/branded_utility_1.html How do we create this kind of marketing? Uncover Rich Consumer Insights  CREATING BETTER MARKETING “We don’t ask consumers what they want. They don’t know. Instead we apply our brain power to what they need, and will want, then make sure we’re there, ready.” Akio Morita Co-Founder Sony Corporation Source: Truth, Lies & Advertising / Jon Steel / page 189 (found via Meme Huffer- http://memehuffer.typepad.com/meme_huffer/2007/12/great-quotes-fo.html )  CREATING BETTER MARKETING “It's really hard to design products by focus groups. A lot of times, people don't know what they want until you show it to them.” Steve Jobs Co-Founder, Chairman & CEO Apple May 1998 Source: BusinessWeek - http://www.businessweek.com/1998/21/b3579165.htm Observe + Listen  FOCUS GROUPS 1x1 INTERVIEWS ETHNOGRAPHIC STUDIES CULTURAL ANTHROPOLOGY SURVEYS USABILITY TESTING / LABS  CREATIVITY IS JUST CONNECTING THINGS. “Creative people are able to connect experiences they’ve had and synthesize new things. And the reason they were able to do that was they’ve had more experiences or they have thought more about their experiences than other people......unfortunately, that’s too rare a commodity.”  CREATIVITY IS JUST CONNECTING THINGS. “A lot of people in our industry haven’t had very diverse experiences. So they don’t have enough dots to connect, and they end up with very linear solutions without a broad perspective on the problem. The broader one’s perspective on the human experience, the better design we will have.” The Late Steve Jobs Co-Founder, Chairman & CEO Apple, Inc. COLLABORATION Nike By You  The best way to predict your future is to create it. - Abraham Lincoln References: Sean Rach, Managing Director OgilvyOne & Neo@Ogilvy Hong Kong Brand Communications Strategy, Sanjay Kumar, Udemy.com