Now that we’re fully in the digital age, it’s crucial for companies to find innovative ways to market themselves online. Successful digital brand management can level the playing field between companies of various sizes—and, if done right, can make brands more recognizable to a global audience.
It’s, therefore, no surprise that these companies want to employ the best practices to make themselves known to their customers and rise above their competitors. To find out how exactly companies are doing this, keep reading for examples of how digital brand management is revolutionizing marketing this year:
Omnichannel brand marketing makes it easier to reach various consumers
Consistency is the key to successful brand management. That’s why brand managers collaborate with everyone from senior management to junior marketers. Their knowledge of industry trends and competitors means they can better oversee consistent branding to build loyal customer bases. Today, however, the existence of multiple online platforms has expanded the scope of their work exponentially. On the one hand, companies can leverage them to deliver a scalable, unified brand experience. For example, they can post promotional material simultaneously on their websites and social media pages while maintaining brand consistency.
On the other hand, it’s more challenging to manage a brand across different platforms. If done properly, however, companies can expose their brand to even more prospects. For this, they find a solution in omnichannel software like ActiveCampaign. This can automate and streamline marketing tasks on various channels with features like built-in email marketing, SMS capabilities, and over 920 third-party app integrations, so it’s easier to consistently manage a brand on multiple channels.
Having cross-functional teams in marketing allows for more stakeholder input
With digital brand management, branding professionals can now seamlessly work with creative and marketing teams, physically or remotely, via cloud-based platforms to ensure brand consistency across digital marketing materials. Take Starbucks promoting its Pumpkin Spice Whiskey Barrel-Aged Iced Latte on Instagram: an enticing photo of the drink in a cozy setting—likely the work of its creative team—along with a caption suggested by the marketing team to allure consumers to try the beverage. And throughout this post, Starbucks’ brand philosophy to provide customers with a relaxing experience comes through loud and clear.
Yet digital brand marketing can break down silos in an organization even further. Software like Slack and Hubspot allows for immediate feedback, even from departments not normally involved in brand and marketing management, such as compliance. For companies in highly regulated sectors like finance, that means any brand management initiatives can be approved without red tape slowing things down.
Influencer marketing amplifies brand promotion
One major way brands market themselves today is through influencer marketing. This industry expanded by 21.5% last year, thanks to how influencers can help brands enhance their reputation on social media—especially when they’re considered a reputable voice in their niche. An influencer’s followers perceive them as a role model and will thus most likely support any brands they endorse just to emulate them. That makes influencer marketing an effective way for companies to improve their brand exposure.[
A great example is how Adidas once asked Selena Gomez to promote its #MyNeoShoot contest on Facebook in 2015. Through Gomez’s influence, they were able to get over 12,000 entries for the contest.
The integration of data analytics helps measure marketing campaign success
With Big Data becoming more crucial to businesses operating in the Digital Age, more brand professionals are finding that business analytics can help process raw data into helpful insights to improve future marketing decisions. Take the process of data visualization, which involves turning data—like the number of comments on a post about a new product—into pie charts or graphs.
That can help a brand strategist understand how their company’s brand is performing online. From there, they can develop plans to improve how customers perceive their brand on digital platforms. Since these professionals collaborate with market research analysts regularly, access to data analytics can help them create new strategies quicker to improve future brand management efforts.
Digital brand management is changing how companies market themselves. Today, companies can leverage various technologies to make their brand more recognizable to a wider audience.