What Is Digital Marketing & Branding? – Definition, Strategies

Do you know that according to recent studies, there are 4.88 billion internet users in the World nowadays? And this number is growing fast: to be more precise, it increases by 5% each year. That’s not all; while a decade ago, the average global internet users spent just 2 hours a day on the Web, today they allocate staggering 6 hours for surfing, sharing, and mining information. The tendency is the digital World becomes stronger and more influential, forcing businesses across the Globe from all niches and of all ages to consider their online presence and digital branding seriously.

Speaking of which Digital branding, which was underestimated last decade, today has grown to the top position and occupied the highest priority ever. The surveys conducted last year backed up this: over 80% of companies said that they would increase their investment in digital marketing next year, whereas almost 90% of companies had already escalated their brand awareness by using one or more digital marketing channels.

What’s more, the situation is accelerated by the Covid-19 pandemic that dramatically changed the landscape of consumer behavior in 2020. As a result, in 2022, every company relies on a well-thought-out digital branding campaign regardless of budget, scale, age, and sector, making digital branding and marketing obligatory to stay afloat, fight competition and succeed.

Let’s grasp the digital branding meaning and get acquainted with popular digital branding strategies to ensure your company has a surviving chance in today’s obsession with the digital space full of cut-throat competition.

Digital Branding Definition

It is crucial to understand the very meaning of branding digital to boost your digital brand strategy.

The definition of the digital brand lies above the basic description, much like the brand itself. It is a complex term with a knotty passage and interplay of marketing assets and social factors. So, let’s dive into “what is a digital brand” a bit deeper.

It is also a set of approaches and tactics used to cement a brand’s recognition, reputation, and presence through various digital channels, including websites, emails, applications, social media, blogs, videos, etc.

As we have already said, three main pillars underlie digital branding: identity, visibility, and credibility. Let’s consider them closely.

Visual Identity

Visual identity is presented as a digital brand design developed by a professional digital branding agency. It includes logotype, mascot, specific color palette, typeface, website design, mobile application UI, email layout, social media UIs, all sorts of illustrations, and even content. These elements effectively visualize and identify the company’s philosophy and values and establish a visual, easily recognizable, and memorable connection between the brand and its ideology.

Visibility

Brand visibility is the extent to which the target audience recognizes the brand and how it sees the company through various digital channels.

Essential elements of digital brand visibility are:

• Digital advertising,
• SEO,
• Content marketing,
• Social media.

Credibility

Credibility is responsible for building a customer-centric brand with solid relationships with the target audience. It is hard to earn and maintain healthy, much like a reputation, but it goes a long way because it elevates trustworthiness and improves reputation and authority. On top of that, when it is high:

• it helps the company to fight competition effectively,
• it wins over new clients without much investment,
• it nurtures loyal clients, thereby increasing average revenue per person,
• it reinforces retention campaigns saving a bulk of money.

Essential Components of Digital Brand

Typically, the digital brand implies these essential components:

Logotype. It is the cornerstone that matches the company’s personality and portrays its individuality. It is crucial to get it right since it is a trigger that makes your brand memorable.

Website. Gone are days when companies did not have an online estate. Nowadays, it is the central pillar of successful digital branding and marketing. Not only does it feature all helpful information about your company and product, but it is also a tool for interacting with the audience and a powerful platform for implementing various marketing strategies and generating revenue.

Social media accounts. Social media is everywhere. Facebook, Instagram, Snapchat, and other platforms have become an integral part of user’s life. They are no longer places to entertain. They are places to market and advertise your company and cement your relationships with prospects and customers.

SEO. Although social media may provide you with a great source of leads, nothing is still compared to search engines. Like it or not, it is the primary avenue through which customers find you on the Web. This sphere closely collaborates with content marketing and brand messaging so that users can quickly locate your company and benefit from the value that you offer.

Email marketing. While some people believe this niche to be dead, recent studies show it is pretty much alive. Thanks to segmentation and various analytical tools, this sphere offers numerous opportunities to grow and seal the results that have been achieved already. For instance, it delivers a strong return on investment: spending just $1 company may expect an average return of $40.

Advertising. There are a dozen ways of promoting your brand and going viral with the product. You can run campaigns in social media, search engines, websites, mobile applications, emails, and other distribution channels, including old-school TV. Even though influencer marketing is gaining momentum, old-timey advertising still occupies the leading position when it comes to generating leads, nurturing customers, driving traffic, and simply reminding about the company’s existence.

Conclusion

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