Creation and digital brand management
With digital transformation, it’s becoming increasingly important for companies to make a good impression online as well.
What’s been standard practice offline for years -satisfying customers' informational needs-also places demands on digital brand management online. There are a few challenges to master.
Between 8,000 and 12,000 messages compete daily for our attention. About 2 million searches are conducted on Google in one hour, 72 hours of video content is loaded, and 41,000 Facebook posts and 278,000 tweets appear. The question that arises with this flood of information is: How can brands secure the attention of their relevant target group and achieve engagement with their own offerings?
The answer is: Digital brand management. It begins with a well-tended web presence and ends with well-thought-out appearances in social media, forums, blogs, etc. It’s a systematic approach that strengthens the brand online and helps it to fully exploit its potential. It’s not just about a consistent look on all channels, according to a clearly defined digital style guide. It’s much more important to network and shape the brand’s digital identity across all relevant channels – thus turning interested parties into long-term customers. The keyword is combination; the big picture is more important than one-sided actions.
It’s a worthwhile effort: According to current statistics, strengthening the relationship with customers through social media leads to an average of six percent more sales for customers present there. Facebook brand fans spend an average of €72 more on branded products a year, and are more willing to continue to use those brands or recommend them to friends. If one goes further and involves other social networks, cooperates with blogs and uses forums to one’s benefit, the important influence that digital brand management has on conversion decisions and sales figures becomes clear, provided that measures fit the target group and brand. Otherwise, the result is a dilution of the brand image, which in turn can lead to sales and profit slumps.
diva-e doesn’t only support you in choosing the most suitable online channels. Our creative unit also conceives, configures and produces campaigns, content and spots for you which are successful on both a technological and creative level, as well as suitable for your target group and brand. Graphics and text go hand in hand to create the best possible user experience. After all, the strength of digital transformation lies in interactivity as well as in the creation of brand experiences. Our communication measures leave space for user-generated content in the form of forum posts, blog articles & such, which helps to shape brand image, while making positive contributions to your brand.
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For Dorotheum, we set a new direction with regards to umbrella brand, logo and communication concept.
Im Zoo mit Christoph Metzelder
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