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Chapter 4: Branding in Digital Era - Coggle Diagram
Chapter 4: Branding in Digital Era
Key digital era trends
Changes in the consumer decision journey
A sharp increase in buying via online retail channels
A shift in advertising and promotion expenditures toward digital channels
The rise of many-to-many communications
A dramatic increase in consumer touch points
One to many
Many to many channels
One to many channels- emphasis on interactive on one-to-one communications between the brand and the customer.
One-to-many supplemented or replaced by many-to-many communications
New trend has lead to other significant related trend
The shift from One-to-Many to Many-to-Many Channels- consumers have become broadcasters in conversation with one another and have become engaged in a two-way dialogue with brand marketers.
Factor influencing branding management
Increase in Consumer Touchpoints
Increase in Data Availability
Digital Personalization
Loss of Control over Brand Message
User Experience is the Key to Digital Brand Success
Customer engagements
Low brand engagement
Moderate brand engagement
High brand engagemenr
Types of channel
Paid
search advertising
display advertising
social media advertising
email marketing
Owned
Company websites
Company owned social media
Earned
Review web sites (Amazon reviews)
Public relations
Media coverage
Content marketing
Definition: ‘ a strategic marketing approach focused on creating and distributing valuable, relevant, consistent content to attract and retain a clearly defined audience, to drive profitable customer action.