In today’s world marketing efforts has to be multi-dimensional. Corporates are more interested in enticing people to derive information regarding their products from all media that are accessible by them. Over 70% of branding is done via digital marketing channels, of which 85% are successful. Today people are accessing all digital platforms for doing a primary research for every brand they wanted to get associated with.
So, the Digital media is the most comprehensive platform for promotion of one’s products or services. The enormous growth of online branding has not only helped the big business houses, vis-à-vis they have also helped in increasing the ROI of small and medium business houses who have a relatively restricted budget for promotion and marketing. In every marketing effort the final result is the ROI, which is best in digital marketing. For Branding and Advertisement, the digital platforms provide a measured result of one’s effort. This has helped the small business owners to promote their service in digital media through social media posts, blogs, paid campaigns, email campaigns and many more. Although these channels are used by the multi-national brands also but the SMBs have reaped much more profit out of these.
As branding is a consistent effort, and it can’t be attained overnight, so companies need to invest big and consistently for branding of one’s services. Branding includes Name, Logo, Vision & Mission, Brand color, texture, etc that will reap dividends for brand equity, brand identity, brand culture and above all its convincing ability or brand quotient. These are highly specialized jobs and are carried out by trained professionals. But the Digital Marketing has eased the pains of rigid budgetary constraints and helped the small business to establish their brands through digital media. Branding in digital medium starts from one’s website. If the website is relevant, precise and gives a detailed idea of one’s products and services then 50% of the work is done. Online branding is also called 360-degree branding which covers all potential sectors for promotion. These sectors start from social media to personal emails, from mobile marketing to video promotions, from paid marketing to organic marketing. Social platforms like facebook, linkedIn, Instagram, Twitter, etc have individual marketing features that help the SMB to do digital branding as per their need. Some individual thought leaders have already created a huge Brand Equity only by e-Branding. Corporate thought leaders, Life Coach, Business Coach, Entrepreneurs, Philanthropists and others have created a brand of their own through digital media branding. Segmenting, Targeting and Positioning (STP) principles is a very important aspect of digital branding.
To grow your business and to enrich it, one needs to focus on online Branding strategies. These are a mix of marketing strategies backed by promotional strategies. The Online Branding strategies can reap huge benefits if dealt with utmost care and professional guidance, otherwise it will land up in a huge drainage of money and time. If the digital branding strategy goes wrong in STP section, it can land you up in a coup and it becomes too difficult to recover from that position. As many SMBs are engaging in leveraging the rewards of digital branding, it has to be kept in mind that the digital marketing campaign has to be perfectly directed to the proper audience. It needs professional services from the creation of brand structure to creating a loyalty base. Otherwise, the digital marketing campaigns will not be beneficial to the business if not targeted in the proper market segment. It needs a mix of proper research and execution.