MHVDM presents The Digital Brand | Raleigh Green of Raleigh Green Inc.

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Mid-Hudson Valley Digital Marketers was excited to host a Small Business Online Marketing Seminar on December 3, 2013 at The State University of New York at New Paltz. We invited a panel of Hudson Valley digital marketing experts, Raleigh Green, Jason White, and Aaron Mandelbaum to discuss how to make the most of your digital marketing budget on three major vertical: Branding, Search Engine Optimization, and Social Media Marketing.

Raleigh Green of Raleigh Green Inc., discusses the definition of digital branding, today's brand challenges, and then explains how to work past them.

To learn more about MHVDM and future seminar join us on twitter.com/MHVDM or facebook.com/groups/mhvdm/.

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MHVDM presents The Digital Brand | Raleigh Green of Raleigh Green Inc.

  1. 1. THE
  2. 2. Today’s Branding Challenge 50 milliseconds to capture the interest of potential customers! - Behavior and Information Technology, 25:115-126 2006 publication by Dr. Gitte Lindgaard
  3. 3. Overloaded and Filtering Information
  4. 4. DIGITAL SOCIETY 65% of U.S. shoppers will browse online and buy in store over the holidays* *(Accenture 2013 report) 78.1% of U.S. Pop. uses Internet* 46.4% of U.S. Pop. use Facebook* *(Internet World Stats) 56% of U.S. has Smartphone* *(Pew Research Center – as of May 2013) 35% of Americans 16 and older has a Tablet Computer* *(Pew Research Center – as of May 2013) 1.91 BILLION web pages indexed* *(WorldWideWebSite.com)
  5. 5. We Are The Digital Society If you don’t capture people’s attention quickly ….
  6. 6. YOUR COMPETITION IS JUST A CLICK AWAY
  7. 7. IS YOUR BRAND READY FOR TODAY’S WORLD?
  8. 8. WHAT IS DIGITAL BRANDING?
  9. 9. WHAT IS DIGITAL BRANDING? Using digital media (graphics, text, images, video, audio, etc.) to create, build, manage and revitalize the relationships between a brand and its audiences.
  10. 10. BENEFITS OF DIGITAL BRANDING
  11. 11. BENEFITS OF DIGITAL BRANDING • Cost effective
  12. 12. BENEFITS OF DIGITAL BRANDING • • Cost effective Quickly updated
  13. 13. BENEFITS OF DIGITAL BRANDING • • • Cost effective Quickly updated Networked, easy to share brands (‘viral capacity’)
  14. 14. BENEFITS OF DIGITAL BRANDING • • • • Cost effective Quickly updated Networked, easy to share brands (‘viral capacity’) More targeted – reach specific audiences
  15. 15. BENEFITS OF DIGITAL BRANDING • • • • • Cost effective Quickly updated Networked, easy to share brands (‘viral capacity’) More targeted – reach specific audiences 2-way communication potential (engagement – not just ‘broadcast’)
  16. 16. BENEFITS OF DIGITAL BRANDING • • • • • • Cost effective Quickly updated Networked, easy to share brands (‘viral capacity’) More targeted – reach specific audiences 2-way communication potential (engagement – not just ‘broadcast’) Can better measure advertising ROI (metrics)
  17. 17. BENEFITS OF DIGITAL BRANDING • • • • • • • Cost effective Quickly updated Networked, easy to share brands (‘viral capacity’) More targeted – reach specific audiences 2-way communication potential (engagement – not just ‘broadcast’) Can better measure advertising ROI (metrics) Your audience is online
  18. 18. CHALLENGES OF DIGITAL BRANDING
  19. 19. CHALLENGES OF DIGITAL BRANDING #1 Challenge: Easily Distracted: Speed, ease, and collaborative nature of digital branding can easily ‘pull’ a brand in many directions, diluting a core message and strategy.
  20. 20. CHALLENGES OF DIGITAL BRANDING #1 Challenge: Easily Distracted: Speed, ease, and collaborative nature of digital branding can easily ‘pull’ a brand in many directions, diluting a core message and strategy. #2 Challenge: Starting & Stopping: ‘Digital’ world can easily be ‘forgotten’ or ‘ignored’ to those not used to it
  21. 21. TIPS FOR SUCCESSFUL DIGITAL BRANDING
  22. 22. TIPS FOR SUCCESSFUL DIGITAL BRANDING Strategy How does your brand translate online? • • • • • Informational? Ecommerce? Useful features? Resource-rich? App?
  23. 23. TIPS FOR SUCCESSFUL DIGITAL BRANDING Clarity • What is your brand message? Does your brand message need to be modified for digital media?
  24. 24. TIPS FOR SUCCESSFUL DIGITAL BRANDING Usability • Is it easy to use/engage with your digital brand? Example: website navigation, mobile website, multiple points of contact, etc.)
  25. 25. TIPS FOR SUCCESSFUL DIGITAL BRANDING Collaboration Different skillsets and mindsets must work together to succeed
  26. 26. TIPS FOR SUCCESSFUL DIGITAL BRANDING Discipline Be consistent in managing your brand online (don’t start and stop!)
  27. 27. TIPS FOR SUCCESSFUL DIGITAL BRANDING Coordination Make every ‘digit’ count
  28. 28. TIPS FOR SUCCESSFUL DIGITAL BRANDING Coordination Make every ‘digit’ count
  29. 29. TIPS FOR SUCCESSFUL DIGITAL BRANDING Coordination Make every ‘digit’ count
  30. 30. TIPS FOR SUCCESSFUL DIGITAL BRANDING Coordination Make every ‘digit’ count
  31. 31. TIPS FOR SUCCESSFUL DIGITAL BRANDING Share Your Brand Let users ‘customize’ Don’t be ‘rigid’ Example: Social Media (Pinterest, FB, Blogs, etc)
  32. 32. TIPS FOR SUCCESSFUL DIGITAL BRANDING Announce Your Brand Email Newsletter Search Engine Registrations Social Media SEO and SEM Cross-linking Blogs
  33. 33. TIPS FOR SUCCESSFUL DIGITAL BRANDING Reputation Management Regularly check your brand’s online reputation and accuracy of information. ‘GOOGLE YOUR BRAND!’
  34. 34. TIPS FOR SUCCESSFUL DIGITAL BRANDING Associate Online Wisely YOU ARE THE COMPANY YOU KEEP…. Link to/and promote other websites carefully –
  35. 35. TIPS FOR SUCCESSFUL DIGITAL BRANDING Defend Your Brand Online: www.yourbrand.com www.yourbrand.co www.yourbrand.net www.yourbrand.org www.yourbrand.biz www.your-brand.com www.yb.com
  36. 36. Summary of Tips for Online Branding • • • • • • • • • • • Strategy Clarity Usability Collaboration Discipline Coordination Share Your Brand Announce Your Brand Manage Your Online Reputation Associate Online Wisely Defend Your Brand
  37. 37. THE

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