The Brand is at the core of everything when it comes to the company engaging in the digital marketing space.
It depicts company culture, product lines and customers; however, it can be diluted or even forgotten if you are doing your digital marketing for just a few seconds to grab someone’s attention on Instagram or YouTube, branded search ads on Google or an ad on TikTok—these are all opportunities to connect with consumers and customers but a long term strategy will only fuel long-term viability.
Brand Marketing Plays an Important Role in Digital Marketing Space.
1. It may be hard to show a clear return on investment (ROI) on branded campaigns, whereas product, promotion or service-driven campaigns can drive reliable return on advertising spend (ROAS), which ties the ROI up with a nice bow. But brand marketing can require a leap of faith and patience to analyze the long-term positive impact in a more nuanced way.
2. The reality of stagnating or declining market share can feel insurmountable. So based on assumption (especially with larger, established companies) that you don’t need to market your brand because you already have significant reach or relevance can be a dangerous assumption when consumer interest shifts and new competitors spring up daily.
3. Build a strong brand story, tone of voice and positioning. The exciting thing about a compelling brand story is that you can build loyalty and trust before someone ever even uses your product or service.
You are investing in the power of your brand and laying the groundwork upfront—something that many companies can take years to build organically.
Also tell your brand story to prospective customers and reinforce your base.
4. Develop a rapport and trust with consumers if you are looking to make a lasting connection that results in purchases, repeat purchases and long-term loyalty.
Make this trust-building easy for consumers, and marketing your brand (not just its products and services) can meet this need while working to keep your company top of mind.
Investing digital advertising budget in your brand story is a long-term play for your future
It requires authenticity and fearlessness to put your brand’s foot forward.
Products, technology and business models can all be knocked-off, reproduced and reinvented. The only real differentiation you ever own is your brand. Invest in it.
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