Did you know that branding existed in ancient civilisations?
Seals with unique motifs unearthed from Mesopotamia, Harappa, Egypt, and Rome were the first tools used in branding. They lent authority and authenticity to farmers’, artisans’, soldiers’, kings’ and craftsmen’s products and possessions.
Skipping a few centuries to the Industrial Revolution, characterised by increased mass production of goods. We notice logos, slogans, distinct packaging, and print advertisements becoming the brand.
The 20th century introduced consumers to radio, television and telephone advertisements, shifting the focus of branding from featured products to lifestyle values.
Bringing us to today and the dawn of digital transformations.
It is no secret that today’s world is hyperconnected. With the advent of speedy, accessible internet connectivity and social media, consumers are only a scroll away from interacting with new products and services. This hyper-saturation of the marketplace makes branding a little complicated. So, how can modern brands confidently come into their own?
If the history of branding has taught us anything- it is adaptability. We have evolved from seals physically branding products to intangible guidelines that inform a brand’s distinct identity and foster emotional connectedness.
Accordingly, modern brands are adapting to today’s rapidly changing digital transformations by employing digital marketing.
But what is digital marketing?
Digital Marketing Institute (DMI) defines digital marketing as ‘the use of digital channels to promote or market products and services to consumers and businesses.’ These digital channels include social media, emails, search engines, and websites.
As the world moves online- digital marketing has become the cornerstone for businesses wanting to build and sustain their brands in a competitive market.
Here’s why digital marketing is no longer supplementary to branding but has become its very backbone.
Constructing Brand Awareness across Channels and Geographies
Digital marketing opens brands up to unparalleled access to global audiences. By posting online on social media platforms, brands can reach millions of consumers across geographies. Additionally, paid advertisements on Google, Facebook, and YouTube further amplify visibility and ensure that brands reach their targeted audiences. Search Engine Optimisation, on the other hand, enables your products/services to prominently show up when consumers look up related products/services on search engines.
For instance, Crumbl Cookies, a US-based bakery, has garnered international recognition by creating a cohesive brand and successfully marketing it through social media.
Creating a Compelling Brand Narrative
We know storytelling (adding a hyperlink to the last article) is essential to branding, and digital marketing offers the tools to communicate a compelling brand story. Through posts, videos, reels, blogs and vlogs, brands can effectively and creatively convey their values, missions and unique selling points. By doing so, brands humanise themselves and initiate emotional connectedness with their consumers.
For instance, By encouraging their consumers to share personal stories online with the #ItStartsWithANestle, Nestle India initiated a movement on social media that has stayed with their consumers.
Enhancing Customer Engagement
Modern branding needs to be engaging and interactive. Digital marketing facilitates a two-way dialogue between brands and their consumers.
Through user-generated content, tweets, personalised emails, newsletters, posts and the comment section, brands open up a new channel for communication that makes the consumer feel involved. It also allows the business to showcase their values and missions in action. By doing so, they build relationships that promote brand loyalty.
For instance, by re-posting user-generated content on its social media channels, Kay Beauty has made its customers their brand ambassadors. They have successfully fostered a sense of community while extending a sense of genuinity to their products and brand.
Personalisation and Data-Driven Strategies
Digital marketing empowers brands through insightful data on customer preferences, behaviours and pain points. It allows brands to ascertain the best time to post, which content has the most engagement and what needs to change, among other things. These insights enable the brand to personalise the customer experience and adapt to their changing needs and behaviours.
For instance, Netflix personalises show and movie recommendations based on browsing history, making customers feel understood and valued.
Credibility and Trust
From seals to digital strategies, branding has always been about establishing trust. Authentically engaging consumers through a strong online presence that includes positive reviews, transparent communication, and high-quality content, brands build credibility. Credible brands attract loyal customers.
Cost-Effective
Digital marketing severely undercuts the cost of producing offline marketing campaigns. They are, therefore, cost-effective and scalable, allowing small businesses to self-reliantly market their brands to targeted or global audiences.
Digital marketing has revolutionised modern branding. By offering cost-effective and scalable tools, digital marketing enables brands to design compelling and unique identities, foster engagement, create a lasting community of loyal consumers, and respond through data-driven strategies. In the era where a brand’s online presence can define its success, leveraging digital marketing tools is not just advantageous- it is essential.
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