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The Shift Towards Digital BrandingBy Zahra Karim
What is a
Digital Branding
What is it? Marketing that makes use of electronic devices like
computers, smart phones, tablets, and game consoles to engage with stakeholders and customers
Applies to technologies or platforms such as websites, email apps, and social networks
Imagine this…
A start up company that focuses on party printables- A Personalised Affair Based in the UK Wants to extend their reach to worldwide
stakeholders Has a (very small) budget of $100k to advertise and
get their brand “out there”
Where to start?
The first step to explore options What are the most common sites/avenues that can
be utilized to create a digital identity for a brand? YouTube ads Facebook Pinterest Twitter Instagram Personal Blog/ Website
YouTube
YouTube YouTube advertising is pretty unique since it allows
you to select a target audience by gender, age, interests, and location
It’s simple- only requires three steps Upload your ad (video) Create an Adwords account
This is where you can manage the ads and check results Launch the ad
Types
In Slate
In Display
In Stream
In Search
Budgeting
Cost The cost of an ad is calculated per view Each view can range between .10 and .30 depending
on the type A Personalised Affair chooses the .20 ad and budgets
$10,000 to reach 50,000 potential customers
Facebook These ads allow you to set a “daily” or “lifetime”
budget as to how much you want to spend on your advertising
You will be charged per click that the ad receives but this will never exceed your budget that you have set
There are different types of “bids” to choose from CPM (cost per mille) CPC (cost per click) CPA (cost per action)
Budgeting
Cost A Personalised Affair decides to set a lifetime budget
of $30,000 They allocate a large amount of money to this
avenue of advertising since they feel that their main target audience of middle aged females are most active on this social media site
They also choose the CPM option since their ad includes their website and they are just working on getting their name “out there”
Pinterest Until recently Pinterest did not allow advertisers Now they offer the option of posting a “sponsored
pin”
These pins pop up in search results, so they reach the people that are looking for a topic similar and related to that of the company that is sponsoring the ad
This also makes it feel more natural, not so much of an advertisement which can be annoying to users
The con is that they don’t stand out much from a normal pin since they look the same
This is what a twitter ad looks like
There are two types of Twitter advertising-
Promoted accounts
Promoted Tweets
Twitter allows you to track the components of your ads or tweets and learn more about the behavior of your target audience
You aren’t charged until action is taken- organic activity is free!
When someone retweets, replies, or favorites your tweet or ad that’s when you’re charged
You set a budget, once it’s reached Twitter will automatically stop showing your ad
This symbol tells you that the photo you are viewing is an ad
Instagram uses information about your interests based on Facebook (their sister company) and their site to determine which ads would be relevant to the user
Instagram ads are fairly new (like Pinterest) but show a lot of promise- Micheal Kors was the first to post a sponsored ad on Pinterest and it got them 33,000 more followers and 370% more likes than their non sponsored photos
Personal Blog/ Website
Advertising on via networks like the ones discussed can be very helpful but it is equally important to have a website for a user to go to in order to get more information about the business, costs, and other general info
Personal Blog/ Website
Costs associated with a personal website- Domain Name- $10-$15/month SSL certificate- $300/year Hosting- $40-$200/year Content Delivery Network- $50-$250/year Development tools or templates- $100-$200 Design- $500-$1600 Development- $600-$2000 Maintenance- $500-$1800/year Payment Processing- $250/year
Budgeting
Youtube- $10,000
Facebook- $30,000
Pinterest- $20,000
Twitter- $10,000
Instagram- $15,000
Personal website- $15,000
Conclusion
The move towards digital branding has been recent but very quick
Danny Wong, the brand manager at Blank Label’s Group says: Branding campaigns work digitally- better than they did pre-
web because you can create a cross-channel series of “touch points” with your customers before they become your customers
There is an old saying that states that someone needs to see or hear about your company atleast three times before they consider trusting your brand and with digital marketing even small businesses like A Personalised Affair and many more can create that base with customers on a tight budget
Questions
What are some key differences between what traditional branding used to be and what digital branding is? What are the pros and cons of each type?
Of the hosts and social media sites described which do you think is the best and why? Of the hosts and social media sites described which do you think has the largest reach and why?
What do you think the future holds for digital branding? Base the answer to this question off of what changes are present between traditional branding and what branding is today?
