The role of digital marketing in today’s fast-changing media environment is considered vital, but how exactly do we use it? We know we need it, we know the benefits but how can digital marketing help build a better brand experience and media strategy? As experts in digital marketing midlands we have developed a great insight in to what a business needs in order to succeed online.
The role of digital marketing and its importance is an undisputed fact in today’s digital world. The question is how do you make it work for your business and brand?
What Is Brand Experience?
According to Josko Brakus, published in the AMA Journal, brand experience is,
“Brand experience is conceptualized as sensations, feelings, cognition, and behavioral responses evoked by brand-related stimuli that are part of a brand’s design and identity, packaging, communications, and environments.”
Basically, anything you deliver to your customers is part of the brand experience. Whether it’s an event, through social media, reputation, employees, your website, it all needs to match up to the brand image you wish to portray and contributes to building up this brand experience.
Difference Between Advertising and Brand Experience
The key difference is that advertising delivers to the customer what you want them to see, hear or believe about the brand, whereas brand experience delivers on this. A digital marketing strategy can help connect the two, it can build brand awareness whilst also delivering that promise / brand experience to your customers. Digital marketing is great for building a relationship between brand and customer.
How Can Digital Marketing Help?
Generally, the most effective channels for marketing are email, social media, online ads, retargeting and mobile, this means digital marketing is key to the future success of most businesses.
A social media strategy is an important part of online marketing. Through a carefully managed social media strategy, a business can target specific interests or demographics to grow awareness amongst the right audience for the brand. It’s also the gateway to communication with a customer.
GoogleAds are also a great way of being able to target your audience, just as ads can help you discover people who are looking for your product or service.
Email helps build trust and loyalty in a brand. It builds relationships with leads, current customers, and even past customers because it gives you a chance to speak directly to them.
The biggest thing about digital marketing is that every channel opens up the lines of communication between brand and customer and offers a chance to interact with your audience. They also provide you with the opportunity to create a bond – this bond is called, “brand experience”.
Digital marketing is measurable. This is what makes it so great. You have access to instant results and data, which means it’s easy to see what is working and what isn’t for your business. Using tools such as Google Analytics, you can analyse strategies and act accordingly.
Digital marketing will continue to evolve, but it’s not going anywhere. You need to know what channels and strategies work for your business, it’s not a one-size fits all but it’s a ‘trend’ everyone needs to be on board with.
AIM Internet (Digital Marketing Birmingham)
If you need help discovering the role of digital marketing within your business, contact AIM Internet, a paid marketing agency West Midlands on 0870 062 8760 today. As a leading digital agency we will analyse your business, competition, target audience and the most effective ways to increase your revenue.
We have developed our own uniques Tools ‘ AIM Growth, AIM Design, AIM Marketing and AIM Social to assist you achieve your business goals and objectives
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