Digital Marketing is a Brand Journey

Digital is a Brand Journey

Strategy

Technology

People

© Alex Chen. All Rights Reserved.

Brand

Medium

Audience

Who We AreBrand Strategy – define purpose, beliefs, culture, environment, audience, design, aspirations, differentiation, positioning, goals, product tasks, product value proposition, product pricing

How We CommunicateMarketing Strategy – messaging across relevant platforms, measurable KPIs and metrics, remarketing, retargeting

UX Strategy – channel strategies to enhance user experience, best practice, heuristics

To Whom We Communicate WithEngagement strategy (existing, new and potential clients) – service and response, feedback management, loyalty management


The 3 FRIENDSin MARKETING

Emotional

Social

Functional

Emotions your brand evokesImpactful brand messages and visuals that users can relate to

What your brand identifies withAllows your user to feel acceptance and validation

Jobs your brand performsAllows users to achieve what they want easily and effectively


The 3 ASPECTSin BRANDING

Before

During

After

Draw User Brand message, CTA for user to check out how the brand intends to solve the user’s problem.

Hook UserFunctions of product. The various jobs it does. How it solves the user’s problems. Product information, features, value proposition, points of difference and parity. CTA to purchase.

Convert UserSupport, innovate and continue to inspire.

Encourage sharing. Brand embrace.

Employee evangelism (yes, your employees are your audience too!)


The 3 STAGESin USER JOURNEY

The 3 POINTSin USER MESSAGING

Draw

Hook

Convert

Brand perspective: Why do we do this? Does our brand message convey information about our brand and its products honestly?

User perspective:Can I find what I need to know?

Can this product do the job for me?

Brand perspective: Why us? Is this information objective? Sufficient? Succinct? How do we give you a transformative experience?

User perspective:Can this perform the job well enough?

Why is it better than other brands?

Brand perspective: Are we reassuring to our customers? Do we continue to inspire?

User perspective:Will I get the support I need? What if I run into a problem?

Will I share this with my friends?


The JOURNEY

KPIs

Metrics

KPIs

Metrics

KPIs

Metrics

KPIs

Metrics

KPIs

Metrics

We want to solve this because… We are different because... We are worth sharing because…Brand level:

User level:

Aspiration Factor Differentiation Factor Inspiration (or WOW) Factor

CTA CTA CTA CTA CTA


Thank you

Strategy

Technology

People
