Several hundreds of years ago, branding was something that people used to mark the livestock, like cattle and horses that they owned. The process of branding was done through stamping the animals with a hot metallic pattern. Gradually, as time moved on to the mid 20th century, branding involved the name and logo of a company. In the modern times, it is more of an abstract concept than anything else. Now, branding is all about the consumers’ impression of a business or a company. In other words, it involves, experiences and memories of the target audience, as well as stories that a business fabricates about itself to impress consumers.
Importance of communication
One of the best ways to make customers love a brand is telling them great stories in attractive manner. The ultimate objective of every brand building effort is to help the brand communicate smoothly with the target audience. Thus, customers can easily remember the brand and finally, fall in love with it. Modern marketing gurus opine that to sell a product or a service, it should be emotionally prequalified even before the purchase is made. To make any product emotionally prequalified to customers, it has to create a context of expectation, which can only be triggered when the brand communicates effectively with the target audience.
In the ongoing age of the Internet, digital branding is the obvious choice for businesses. In contrast to conventional branding, its digital counterpart revolves around what consumers see, hear, feel and consider about a business online. Digital marketers keep themselves engaged in creating consistently appealing and positive images, as well as messages to promote any brand. To put it in simpler words, online or digital marketing is all about advertising and promoting businesses, along with their brands, through different digital media channels. The channels, usually, include websites, radio, TV, mobile handsets and various social media platforms in one hand, while on the other covers traditionally non-digital media like billboards and transit signs. Actually, any marketing media, which is delivered electronically, is accepted as digital, electronic or Internet marketing.
Ever-expanding domain of online marketing
In fact, the domain of digital marketing is steadily expanding; direct mails, print directories, posters, billboards and even print ads have an undeniable connection to their electronic or digital counterparts. Marketing items that are crucial in the recent times, include web banner advertising, URL landing pages, QR codes, online directories and text codes. All these items are strongly connected to online marketing, in one way or the other.
The shift change
Interestingly, the shift from conventional channels to online media for marketing businesses is a combined effort of marketers, corporate bosses and consumers. In contrast to traditional marketing approaches, results of online marketing are easily quantifiable. Moreover, it is also easier to track than conventional marketing media, like print advertising.
Online marketing is more budget-friendly as its traditional, counterpart. It is more economic for businesses to have a web presence, engage the target audience in meaningful conversations using social media channels, as compared to direct mail and print advertising. These days, digital branding and advertising perfectly suit every business establishment, irrespective of its shape, size and industry.
The author of this article, Kitty Matthews has years of experience in managing a prominent digital marketing company in Manchester. These days, he writes extensively to various blog forums, on various topics related to online marketing.