Online Branding University Presentation


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A presentation to Marketing Masters Students discussing online branding, pre-dominantly in an agency environment.

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Online Branding University Presentation

  1. 1. Hello, We are D4. We specialise in Online Brand Communications.
  2. 2. By thinking creatively we find new and different ways to communicate. That’s why we are so successful at getting our clients noticed and their messages heard. We believe in attention to detail, a friendly, personal service and long term relationships for mutual growth. Our work is constantly evolving - shaped by new influences, trends, technologies and most importantly by our clients themselves.
  3. 3. Services. We use a combination of design, innovation and strategy in all of our services to ensure we give our clients the edge they need in a competitive climate.
  4. 4. Online Branding. Using creative innovation and business strategy, first we have to gain an in- depth understanding of a clients objectives to ensure we help them visually represent themselves in their chosen markets. Brand is not just a logo, it’s an emotion and emotions influence 80% of all decisions made. (Emotionomics, Dan Hill) In the current climate, the most important factor for any company is results and bottom line. Every creative and design process must be tied back to a marketing strategy based on realistic goals and objective. Branding and all marketing and sales tools are now led by their websites.
  5. 5. Creative Process. We perform a mini marketing audit on all clients at the beginning of every project, which is the fundamental basis for understanding the messages a company wishes to communicate to their target audiences. Once the key messages have been established, we align these with the required objectives and financial forecasting for marketing accountability. Then we start the creative process, the vehicle for the messages and objectives we wish to promote, to achieve what the client needs. The creative process is as method based as marketing strategy. It requires an analytical mind and an ability to empathise with a target demographic, to inspire the required call to action. All online initiatives are designed to illicit a particular reaction from the the audience, usually resulting in a lead, enquiry, sale or at the very least data capture.
  6. 6. Understanding Brands. One of the most difficult jobs for agencies is getting clients to understand that brand development is not just a logo, pretty colours and long lunches. It’s an identity, image and concept, one you are trying to get an audience to understand, recognise and buy in to, often in seconds. School Uniforms Skoda Ratners Wispa Facebook Google
  7. 7. Translating Values into Functionality. We look, not just at the brand but also at how websites can be designed to make it as easy as possible for users to find what they will be looking for. Studies have been made on the best navigation and functionality designs online to keep people on websites for as long as is achievable. Eyeline, what people do, where they spend the most time, what pages work and what pages don’t. Badly designed websites can affect brand perception. Websites are no longer a shop window but an indication of what a customers experience will be with that company, service or product.
  8. 8. Target Audience Demographics. Understanding a target audience is key to the success of any brand. This might be stating the obvious, but many mistakes have been made by assuming you know your target audience. It is no longer enough just to understand the basics: who they are, what they do, what sex they are, how old, where they live etc. We need to understand on what basis a target audiences decision is made. Whilst online media has made our jobs easier it has also empowered audiences and given them a voice they have previously never had.
  9. 9. Wireframes. Some brands are easier to visualise than others, it is easy to get excited about a fashion brand or an innovative new technical product, but try applying the same rules to a financial product, electronics manufacturing or medical consultancy. How would you get emotional buy-in to those as brands? Identifying unique selling points and making them synoymous with a brand, turning something mundane into something someone doesn’t just want but needs, is a skill and something even the most experienced marketers will find challenging. Factor in a traditional graphic designer trying to communicate their vision to someone who works in code, and it can often seem an impossible task. Wireframes help build a picture of functions, combined with brand communications and strategy, unifying designers and coders.
  10. 10. Results & Reporting. We mentioned earlier, marketing accountability. Clients are harder to please and are more savvy than they ever were. According to The Economist 70% of marketers recognise that their budget should no longer be the first to be reduced and online budgets are increasing. However, to convince accounts, they must be able to demonstrate a return on investment (ROI). Closing the circle from initial expenditure through to an impact on a company’s bottom line is still one of the most neglected areas in marketing and PR no matter the medium. Clients require monthly, bi-weekly and sometimes weekly reports, as well as clear indicators that they are seeing a return on investment. Agencies that can’t do this will lose accounts. Marketers and PR’s who fail to do this will be out of a job.
  11. 11. Email & Viral Marketing. More and more companies are turning to e-shots in place of traditional DM methods as it more cost effective, trackable and more importantly measurable. Branding has to be consistent and the ultimate aim is further data capture and traffic to websites, all of which can be monitored and measured to establish not just sales but the success of any brand. Emails are instantaneous and free to send on. Well thought out campaigns online can make a brand overnight, get emotional buy-in and encourage users to feel ownership of a brand. Email campaigns have the potential to turn an initiative into an overnight success
  12. 12. Microsites. Microsites are a brilliant vehicle for sub-brands online. New products, specific campaigns, education, building online communities.... Many companies used to rely on costly launch events to promote the above. Now it is possible to do it all online, as well as getting audience, media and investor attention. The risk is brand confusion, too many sub-brands and/or microsites making an online experience bad can irrevocably damage a brand.
  13. 13. Online Communities. Online communities are still a minefield for marketers and PR’s alike. There is still not enough of a mature market out there for companies to trust online communities as a marketing exercise, but statistics show that social media spend is quietly on the up. It is however, widely recognised as a powerful tool if it can be harnessed correctly. Some brands have had some success, others have got it very wrong.
  14. 14. SEO. Many brands are still only now recoginising the power of SEO as a tool to manipulate traffic to their websites. Keyword research spend is up on 2008 ROI tracking and analysis is up on 2008 Competitor research is up by 9% on 2008 Online PR optimisation is up by 8% on 2008 SEO is maturing and becoming more integrated with online PR. 46% of companies are spending at least 10K on SEO PA 32% of companies are spending at least 100K on paid search Due to increased competition on keywords PPC is not as cost effective as it was for all sectors
  15. 15. SEO. Better measurement equals greater investment: Tracking ROI from SEO Clicks/Visitors Number of sales Value of sales Leads Position/Branding Page Impressions Profit Margin Telephone calls Google 85% market share Yahoo 44% Live Search dropped 30% Ask 9% Miva 4%
  16. 16. Darwins Sector: Manufacturing Commissioned: Brand Strategy. Graphic Design. Web Design. Web Development. New Media.
  17. 17. How online branding made a difference to Darwins Fantastic response to new marketing materials. Online order tracking system has given Darwins a competitive advantage: Large German client said Darwins’ were “only supplier they dealt with who had an online order tracking facility. This has encouraged them to place new orders.” Company now seen as modern, dynamic and forward thinking in a traditional industry
  18. 18. Thinbelina Sector: Fashion Commissioned: Brand Strategy. Graphic Design. Web Design. Web Development.
  19. 19. How online branding has made a difference to Thinbelina Has provided an identity as a professional company, not just a one-woman-band. Developed a brand aimed to capture a specific market. Gained them media attention.
  20. 20. uLet Sector: Student Lettings Commissioned: Brand Strategy. Graphic Design. Web Design. Web Development. New Media.
  21. 21. How online branding made a difference to uLet Students Developed a strong identity for a difficult market. Set them apart from all of their competition, making them a company for students not a lettings company. Gained them media attention. Developed a brand that works locally and will work nationally.
  22. 22. Kinetica Sector: Recruitment Commissioned: Graphic Design. Web Design. Web Development.
  23. 23. Ageing Websites
  24. 24. Recent Work.
  25. 25. Questions?