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/.

1. THE

6. 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

7. Overloaded and
Filtering Information

8. 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)

9. We Are The
Digital Society
If you don’t capture people’s
attention quickly ….

10. YOUR COMPETITION IS JUST A
CLICK AWAY

11. IS YOUR BRAND
READY FOR
TODAY’S WORLD?

12. WHAT IS DIGITAL BRANDING?

13. 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.

14. BENEFITS OF DIGITAL BRANDING

15. BENEFITS OF DIGITAL BRANDING
•
Cost effective

16. BENEFITS OF DIGITAL BRANDING
•
•
Cost effective
Quickly updated

17. BENEFITS OF DIGITAL BRANDING
•
•
•
Cost effective
Quickly updated
Networked, easy to share brands (‘viral
capacity’)

18. BENEFITS OF DIGITAL BRANDING
•
•
•
•
Cost effective
Quickly updated
Networked, easy to share brands (‘viral
capacity’)
More targeted – reach specific
audiences

19. 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’)

20. 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)

21. 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

22. CHALLENGES OF DIGITAL BRANDING

23. 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.

24. 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

25. TIPS FOR SUCCESSFUL DIGITAL BRANDING

26. TIPS FOR SUCCESSFUL DIGITAL BRANDING
Strategy
How does your
brand translate online?
•
•
•
•
•
Informational?
Ecommerce?
Useful features?
Resource-rich?
App?

27. TIPS FOR SUCCESSFUL DIGITAL BRANDING
Clarity
• What is your brand message?
Does your brand message need to be
modified for digital media?

28. 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.)

29. TIPS FOR SUCCESSFUL DIGITAL BRANDING
Collaboration
Different skillsets and mindsets must work
together to succeed

30. TIPS FOR SUCCESSFUL DIGITAL BRANDING
Discipline
Be consistent in managing your brand
online (don’t start and stop!)

31. TIPS FOR SUCCESSFUL DIGITAL BRANDING
Coordination
Make every ‘digit’ count

32. TIPS FOR SUCCESSFUL DIGITAL BRANDING
Coordination
Make every ‘digit’ count

33. TIPS FOR SUCCESSFUL DIGITAL BRANDING
Coordination
Make every ‘digit’ count

34. TIPS FOR SUCCESSFUL DIGITAL BRANDING
Coordination
Make every ‘digit’ count

35. TIPS FOR SUCCESSFUL DIGITAL BRANDING
Share Your Brand
Let users ‘customize’
Don’t be ‘rigid’
Example: Social Media
(Pinterest, FB, Blogs, etc)

36. TIPS FOR SUCCESSFUL DIGITAL BRANDING
Announce Your Brand
Email Newsletter
Search Engine Registrations
Social Media
SEO and SEM
Cross-linking
Blogs

37. TIPS FOR SUCCESSFUL DIGITAL BRANDING
Reputation Management
Regularly check your brand’s online
reputation and accuracy of information.
‘GOOGLE YOUR BRAND!’

39. TIPS FOR SUCCESSFUL DIGITAL BRANDING
Associate Online Wisely
YOU ARE THE COMPANY YOU KEEP….
Link to/and promote other websites
carefully –

40. 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

41. 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

42. THE