digital branding

Digital branding aims to create connections between consumers and the products or service being deliveredShamoon, Sumaira, and Saiqa Tehseen. "Brand Management: What Next?" Interdisciplinary Journal of Contemporary Research in Business 2.12 (2011): 435–441. Business Source Complete. Web. Oct 20, 2012.{{cite news | last =Wilson | first =Chris | title =Interview with Brand Consultant and Author Marty Neumeier | newspaper =Fresh Peel | date =21 April 2009 | url =http://freshpeel.com/2009/04/interview-with-brand-consultant-and-author-marty-neumeier/ | access-date = 6 March 2014}}{{cite news | title=Branding Definition | newspaper=Entrepreneur | url =http://www.entrepreneur.com/encyclopedia/branding | access-date = 4 March 2014}} so that brand recognition is established in the digital world.{{Cite news|last=Edelman|first=David C.|date=2010-12-01|title=Branding in the Digital Age|work=Harvard Business Review|issue=December 2010|url=https://hbr.org/2010/12/branding-in-the-digital-age-youre-spending-your-money-in-all-the-wrong-places|access-date=2020-10-23|issn=0017-8012}} In short, the goal of digital branding is not necessarily driving sales, but enhancing the awareness, image, and style of the brand. Digital branding in turn drives long-term customer loyalty.

Brand establishment involves four key points:

1. Building a digital brand story
2. Creativity in digital media and marketing
3. Digital channels and content distributed to channels based on consumer data and habits
4. Creating digital relationships.

Before the internet, information about companies and consumers was somewhat limited due to access to information, geographical separation, and lack of interaction.{{Cite web|last=CPBI|first=Ryan Shelley|title=Then vs Now: How the Internet Continues to Transform Traditional Marketing|url=https://www.smamarketing.net/blog/then-vs-now-how-the-internet-continues-to-transform-traditional-marketing|access-date=2020-10-24|website=www.smamarketing.net|language=en-us}} The existence of the internet and websites has therefore transformed branding:{{Cite web|title=The Evolution of Digital Marketing: 30 Years in the Past & Future|url=https://digitalmarketinginstitute.com/blog/the-evolution-of-digital-marketing-30-years-in-the-past-and-future|access-date=2020-10-24|website=digitalmarketinginstitute.com}} the internet has transformed interaction between brands and customers; and websites facilitate online marketing and sales, as well as collecting comprehensive data on customers.{{Cite web|date=2019-01-14|title=How Do Big Companies Collect Customer Data?|url=https://itchronicles.com/big-data/how-do-big-companies-collect-customer-data/|access-date=2020-10-23|website=ITChronicles|language=en-US}}

Another impact on branding practices is the emergence of value co-creation as an alternative way to long-term customer relationships, customer loyalty, and eventual profitability. Joint effort is formed between the companies and customers during the various stages of the product. It strengthens the bond and builds loyalty and customer engagement.{{Cite book|last=Wang|first=Yichuan|title=Co-Creation in Branding through Social Commerce: The Role of Social Support, Relationship Quality and Privacy Concerns|publisher=Twentieth Americas Conference on Information Systems, Savannah|year=2014}}

According to Mabbly CEO, Hank Ostholthoff, digital branding is facilitated by multiple channels. As an advertiser, one's core objective is to find channels that result in maximum two-way communication and a better overall return-of-investment for the brand.

There are multiple online marketing channels available, namely:{{cite web|url=http://www.entrepreneur.com/article/244802|title=3 Digital Marketing Channels That Work for Every Advertiser|author=Pratik Dholakiya|date=14 April 2015|work=Entrepreneur|access-date=17 October 2015}}

• New media marketing
• Cross-media marketing
• Retail media
• Affiliate marketing
• Display advertising
• Internet branding
• Email marketing
• Search marketingJansen, B. J., Sobel, K., and Zhang, M. (2011) [https://faculty.ist.psu.edu/jjansen/academic/jansen_branded_keywords_2011.pdf The Brand Effect of Key Phrases and Advertisements in Sponsored Search]. International Journal of Electronic Commerce. 6(1), 77-106.
• Social media
• Social networking{{cite web|url=http://www.digitaldoughnut.com/blog/blog/4-important-digital-marketing-channels-you-should-know-about|title=4 Important Digital Marketing Channels You Should Know About|work=Digital Doughnut|access-date=17 October 2015}}
• Online PR
• Game advertising{{Cite book|last=Cocoran|first=Ian|url=https://books.google.com/books?id=1mmCDwAAQBAJ&q=digital+branding+within+games&pg=PT7|title=The Art of Digital Branding|date=2010-06-29|publisher=Simon and Schuster|isbn=978-1-58115-802-1|language=en}}
• Video advertising{{cite news | last =Green | first =R. Kay | title =7 Highly-Effective Ways to Maximize Your Online Brand Presence | newspaper =Huffington Post | date =25 April 2013 | url =http://www.huffingtonpost.com/r-kay-green/online-brand-presence_b_3140951.html | access-date =21 February 2014 }}{{cite news | last =Fallon | first =Nicole | title =7 Highly-Effective Ways to Maximize Your Online Brand Presence | newspaper =Business News Daily | date =10 December 2013 | url =http://www.businessnewsdaily.com/5590-online-brand-management-tips.html | access-date =21 February 2014 }}
• SMS marketing
• Branding on MetaVerse

{{See also|Personal branding}}

As social media platforms have been established and have evolved over the last couple of decades, digital branding has become personal. Individuals have taken to social media to brand and market themselves in building their personal and professional lives.{{Cite web |last=Rutherford |first=Katie |date=2021-02-24 |title=Looking Back on a Decade of Social Media - College of Communication and Information |url=https://cci.utk.edu/2021/02/24/looking-back-on-a-decade-of-social-media |access-date=2022-11-24 |language=en-US}} Consequently, boundaries between the personal and professional are fading.

Those who participate in social media sites should be aware that their social media content is public and may be accessed by colleagues, clients, and other professional references. Many universities and workplaces have established social media policies. A well-curated social media presence may be attractive to employers, while poorly representing oneself is an employment liability.{{Cite journal|last1=Kleppinger|first1=Courtney A.|last2=Cain|first2=Jeff|date=2015-08-25|title=Personal Digital Branding as a Professional Asset in the Digital Age|url=https://www.ajpe.org/content/79/6/79|journal=American Journal of Pharmaceutical Education|language=en|volume=79|issue=6|page=79|doi=10.5688/ajpe79679|pmid=26430266|issn=0002-9459|pmc=4584371}}

• Brand engagement
• Brand implementation
• Brand management
• Online advertising
• Search engine results page
• Social media marketing
• Visual marketing

{{reflist|2}}

• {{citation|title=Understanding digital marketing: marketing strategies for engaging the digital generation|first1=Damian|last1=Ryan|first2=Calvin|last2=Jones|year=2009|isbn=978-0749453893|publisher=Kogan Page}}
• {{citation|title=Digital Marketing for Dummies|first1=Ben|last1=Carter|first2=Gregory|last2=Brooks|first3=Frank|last3=Catalano|first4=Bud|last4=Smith|publisher=John Wiley & Sons|year=2007|isbn=9780470057933}}

{{Wikibooks|Marketing|Marketing}}

{{Media manipulation}}

Category:Digital marketing

Category:Brand management

Category:Types of branding