The Internet and digital technologies give fantastic opportunities to engage companies with your brand in new ways.
Can you use online media and digital technologies to think differently about your brand? Sure you can! We’ll help give you some structure for this.
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People from different countries like, need and want very different things from their companies. If you offer content, product or services to international markets you have to offer cultural customisation!
To build a brand online needs new ways of looking at how to communicate with the customer across multiple digital and traditional channels.
Although defined by Seth Godin in 1999, permission marketing principles are still core to the success of online branding. See our examples of how Facebook and Email marketing permission marketing.
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Some still don’t get the potential of digital media A friend of mine who works for a brand development agency, made a comment the other day, which summed it up for me. He suggested that digital agencies don’t really need to understand about brand as digital marketing is not really about strategy is it, but about
Brand developmentFacebook COO Sheryl Sandberg recently caused a stir at the Nielsen Consumer 360 conference by reportedly stating that Email is dead (she would say that wouldn’t she and if you listen to the whole clip she didn’t actually say what she was widely reported to have said). However, her argument that only 11% of teenagers use
Email communications strategyPermission marketingI recently read a great document, Brand Trends for 2010 (PDF), by Brand Keys with sound principles that can be applied to many business. It got me thinking how brand development has really come to the fore in digital marketing, likely because of the rise of social media, after the long obsession with all things direct
Brand developmentAn 11 step process to review your international marketing effectiveness Following on from my first post on Understanding your Global Customers, in this post we look at how to conduct a Global Digital Marketing Audit within your business before creating a Global Digital Marketing Strategy. This includes the following areas: Review global website and digital inventory Regional Campaign
International marketingIf we agree that engaging with brands in social media is a good thing, then how can we do it better? With participation in social media being a key area to in building brand reputation, Weber Shandwick offer their nine tips to build brand sociability. Anything that you would add?
Brand positioning5 contrarian Steve Jobs quotes all marketers can learn from “Why join the navy when you can be a pirate?” Just one of many great quotes from Steve Jobs and one that sets the scene for my post. For me Steve Jobs is/was/always will be a marketing genius. His untimely death has got me thinking about what
Brand positioningHow do you really approach your marketing planning? After my recent post on marketing with the human factor, I’ve been thinking that most marketing today is still very product or category orientated – based entirely on what the business has to say or sell… typically it’s very features orientated and competitor obsessed as opposed to what
Brand developmentA 9 step approach to help understand your global customers Editor’s note: This is the first in a series of articles giving best practice advice on International Marketing using digital media. I’m delighted that Emma Durant, a specialist consultant in this area, has agreed to share her knowledge on how to best use digital marketing channels
International marketingLisa Wood, Head of Marketing at HSBC Bank International explains the thinking behind their annual customer engagement campaign HSBC International offer Offshore banking, so people living overseas are a key audience, with the Expat Explorer survey a key part of customer communications strategy: It was great to get the opportunity to interview Lisa about the commercial thinking behind
International marketing6 key questions to ask about how a brand uses social media I work in the travel industry which, most of the time, seems like a great place to be for a digital marketer. It lends itself to rich, original content and has allowed the pioneering (but not always dominant) brands to develop online in
Brand positioningSocial media strategyAn interview with Katy Andić, European Web Marketing Manager at Misco Our articles by Emma Durant on the challenges of managing international marketing online have been popular, so when I recently connected with Katy Andić of Misco on LinkedIn, I thought …..
International marketing Read moreIf we agree that engaging with brands in social media is a good thing, then how can we do it better? With participation in social media being a key area to in building brand reputation, Weber Shandwick offer their nine tips to …..
Brand positioning Read more5 contrarian Steve Jobs quotes all marketers can learn from “Why join the navy when you can be a pirate?” Just one of many great quotes from Steve Jobs and one that sets the scene for my post. For me …..
Brand positioning Read more6 key questions to ask about how a brand uses social media I work in the travel industry which, most of the time, seems like a great place to be for a digital marketer. It lends itself to rich, original …..
Brand positioning Read more Social media strategy Read moreGoogle ROPO study provides a great way to visualise customer behaviour Value/Importance: Recommended link: Google-GfK-Vodafone study Our commentary on ROPO visualisation ROPO is a term coined to describe research published by Google in this study meaning “Research Online Purchase Offline” …..
Multichannel strategies Read morePlease let us know your comments on our Quick Guide to online brand strategy. Tell us what you like, don't like or other ideas of what it should include. Thanks!
