Digital branding is a brand management technique that uses a combination of internet branding and digital marketing to develop a brand over a range of digital venues, including internet-based relationships, device-based applications or media content.
Contents
Concept
Digital branding, as defined by Digital Branding Institute, develops an individual or organization's identity, visibility and credibility in the community that interacts with the business online or through other digital mediums. This makes digital branding essential for creating and establishing a brand's story and presence in the digital world. Digital branding involves a complete digital media manipulation strategy that goes beyond standard online tactics commonly seen with Internet branding, like posting daily tweets, promotional or email blasts.
As opposed to digital marketing, branding aims to create connections between consumers and the product or service being delivered so that brand recognition is established in the digital world.
Brand establishment involves four key points:
Digital branding channels
According to Mabbly CEO, Hank Ostholthoff, digital branding is facilitated by multiple channels. As an advertiser one's core objective is to find channels which result in maximum two way communication and a better overall ROI for the brand. There are multiple online marketing channels available, namely:
- New media marketing
- Cross-media marketing
- Retail media
- Affiliate marketing
- Display advertising
- Internet branding
- Email marketing
- Search marketing
- Social Media
- Social Networking
- Online PR
- Game advertising
- Video advertising
- SMS Marketing