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Branding for Digital Media

By: Aniko Hill
Posted: February 2, 2010, from the February 2010 issue of GCI Magazine.

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Simply getting a page up on Facebook or Twitter is not an effective digital media strategy. Just like with traditional branding, your digital marketing campaign must begin with research. If you have already defined your consumers and studied their mind-set through traditional research, you will want to know where they exist and what compels them in the digital landscape. And in the current Web world, statistics and trends are always changing, so it is critical to revisit your research frequently. If your target market is not on Twitter, why should you be?

It is also important to map out what type of communication should be on each portal to avoid redundancy. Many consumers will be following your brand on multiple portals, so it is critical to keep them engaged on many different levels. Consumers are more empowered than ever, and are turning to online content to make purchase decisions. Depending on budget, an expert can help you to best allocate your resources to maximize the effectiveness of your digital marketing campaign.

Define Your Goals

When embarking on a digital marketing campaign, strategies are very different if your goal is a) to obtain visibility of your brand; b) to launch a specific product; or c) to focus on online sales. For example, a blog is a great way for your customers to get a sense of your corporate culture because blogging is a more relaxed and free-form medium than a traditional Web site, while Twitter can be a great forum for answering specific consumer questions publicly. Defining and mapping out your goals can save you a lot of time and keep your efforts focused.

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