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Digital Marketing has evolved during the last decade ever since the digital revolution emerged. With the emergence of social media platforms, digital tools and devices, and with the increase in the scope of the Internet, the term itself has created several trends that are now commonly associated with it. The rise in the number of personal and digital devices has driven marketers and brand managers to come up with new ways of communicating and interacting with their consumers. Given this juncture, it is no surprise, therefore, that the statu quo regarding branding and brand management has suffered certain alterations in accordance with the necessity to enhance the way brands and companies convey their messages. Additionally, the use of digital media in terms of technology has ultimately provided brand managers, and by extension marketers, with the necessary tools to thrive under this framework of more emotional customers.

We at ReputationDefender have previously mentioned that today’s digital marketing juncture is full of connotations and ramifications. One of these alternatives, in accordance with the framework of digital marketing, is digital branding. Digital Branding is simply how brands and companies use the existent digital channels to convey a brand’s stance and position as part of their communication and marketing initiatives. It is important to realize that, given the fact that digital marketing, in accordance with marketing principles, strives to communicate something, which is why branding ought to be interpreted as a key player with a major role in every engagement or digital marketing initiative.

It would be very rare to see companies and organizations trying to thrive without a business strategy, moreover, it would ever rarer to see them trying to achieve their goals without paying special attention to brand management. Nowadays, and with the emergence of tools for assessing a company’s performance in terms of metrics, digital initiatives can be developed more accurately to the point where brand planning can be precisely blended in with a company’s annual corporate strategy. Typical assessments include a series of steps — or questions — that brand managers, companies and organizations have to comply with when putting together a marketing plan: has the company already figured out which market it wishes to meet? Is there a specific segment within that market that seems more attainable for the company? Obviously, these seem essential questions before coming up with any marketing strategy; nonetheless, it has to be put in today’s context and assess, for example, how big are these markets and how fast they are developing and growing; or determine whether there is any sort of existent segmentation within them and whether a for a business to successfully compete in such market or segment, it would have to incur in any type of change regarding its products or services in order to reach out to those target customers.

Developing a competitive advantage has never been this difficult, given the fact that today’s framework is changing and evolving rapidly, and that what seems to be innovative does not last long and gets outdated. This framework suggests that companies and brands ought to pay special attention to the way the develop — or are planning on developing — their brand’s scheme: are they really proposing something different in eyes of their target audience or segments? How are they using in favor the tremendous scope of the existent digital tools for reaching out to more customers? What really makes them different from the other companies competing with them? To what extent are they seizing their strengths and skills? These are some of the questions that may rise after further consideration of the necessary behavioral mindset that both companies and brands ought to adopt in order to achieve their goals; and, of course, it is known that not every company is destined to thrive under the same circumstances, as it depends entirely on its experience, size and adaptation capability — which is why, before embarking on any sort of branding initiatives, it is highly advisable to assess accurately what kind of resources a company has, to enable itself to convey a valuable proposition.

Regardless of their size, companies and brands definitely need to adapt to today’s juncture, since doing otherwise — and remaining traditional — will sure lead to an ultimate downfall. Harnessing digital tools and the scope of social media in terms of brand planning will surely help brands come up with a much better story to tell while also conveying their brand proposition — which consequently will make them stand out from their competitors — . Measure the extent to which the brand is perceived in accordance with the company’s proposition by using vital indicators, focusing on the effectiveness and the efficiency with which the proposal is being understood by the target market or segment, since this analysis will consequently enhance and strengthen the way companies and organizations strive to convey their propositions as a part of their (digital) marketing strategies.

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