Branding in the

Digital Era
Group 7
01 Ikhwan Eric Pratama
2011011061

02 Annisa Rizki Indriani

2011011104

03 Amellia Putri
2051011008
PREVIEW
In recent times, branding and brand
management have undergone a tremendous
shift, primarily due to the growth of online and
digital marketing as a means of communicating
with and selling to consumers.
Brands are taking on more and different kinds of
meaning, and consumers are playing a bigger
and more explicit role in the success—or failure
—of those brands. At the same time, marketers
know more about consumers than ever and can
employ different marketing tactics to reach and
influence them.
Key Issues For Branding in Digital Era

97%
Ninety-seven percent of
consumers turn to a search
engine like Google when they
are buying a product.

96%
Ninety-six percent of
consumers search for product
information using their mobile
device.

95%
Ninety-five percent of
millennials expect brands to
have a Facebook presence

86%
Eighty-nine percent of
consumers do online
research before purchasing
in-store..
Changes in the Consumer
Decision Journey EXPANDED CONSUMER
The traditional consumer decision journey
DECISION JOURNEY
implied a series of systematic stages, including
awareness, consideration, purchase intention,
and purchase. Imagine a couple, Anne and Joe,
who are looking for a new refrigerator to replace
their old one. In the “old days,” they would have
driven to the nearest physical outlet, such as
Sears, and looked at a few options. After talking
to the sales staff about their needs, they might ALLPPT Layout
identify and shortlist three models across two Clean Text Slide for your
brand names. They would then complete their
purchase after perhaps conferring with a couple Presentation
of friends who had recently undergone a similar
You can simply
purchase in the same product category. impress your
You can simply
Mapping their consumer decision journey would impress your audience and add
have been fairly simple, including predictable audience and add a unique zing and
steps such as trips to the local retailer and a unique zing and appeal to your
appeal to your Presentations.
discussions with sales staff within the store. Presentations.
 Growth of Online Retailing
In addition to communication channels, the
number of online retail options has also
multiplied. The popularity of online retailing can
be inferred from the following statistics

1 The value of e-commerce sales will reach $414 billion in 2018.

Sixty percent of American adults are happy to not shop in a

2 crowded mall or store.

Seventy-one percent of shoppers believe they will get a better

3 deal online than in stores

Forty percent of men and 33 percent of women aged 18 to 34

4 years say they would ideally “buy everything online.”
 Digital Branding
Advertising and Promotions
Using Digital Channels
Among the most important changes taking place with the advent
of digital channels is the change in how advertising dollars are
allocated across online and offline channels. As of 2017, the
expenditure on digital media worldwide exceeded the amount
spent on traditional television advertising ($209 billion for digital
ad spending versus $178 billion for TV advertising worldwide).5
Furthermore, the growth in digital media is expected to outpace
growth in traditional media channels. It has been projected that,
by 2020, online channels will be almost 50 percent larger than
TV advertising ($113 billion for digital relative to $78 billion for
traditional TV advertising budgets).6 Of particular importance is
the rapid increase in mobile advertising spending relative to
advertising on a desktop device. Worldwide, mobile advertising
accounts for $100 billion in advertising expenditures and nearly
half of all digital advertising.7 Branding Brief 7-2 shows how REI
has utilized online channels to reinforce its brand message and
create resonance with their customers
One-to-Many to Many-to-Many Channels
The traditional world of marketing involved brand managers relying on mass
media channels, such as TV, print, and radio advertising, to communicate with
consumers. The direction of communication was usually from manufacturer to
consumer, and limited feedback was provided by consumers to manufacturers
in turn. Thus, audiences were generally passive recipients of carefully crafted
messages sent by brand marketers. This was particularly true in the case of
the traditional one-to-many marketing approach to communications, as
depicted in Figure 7-3 (where customers are labeled as A, B, and C). Over
time, the one-to-many channels gave way to a greater emphasis on interactive
or one-to-one communications between the brand and the customer (see
Figure 7-4). Catalog companies such as L.L.Bean or J.Crew embraced this
direct marketing approach by viewing each customer individually. In recent
years, these one-to-many and one-to-one channels are being supplemented or
even replaced by many-to-many channels, such as Facebook and Twitter, in
which consumers have become broadcasters in conversation with one another
(many-to-many communications) and have become engaged in a two-way
dialogue with brand marketers. This fundamental shift from one-to-many
communications to many-to-many communications has led to other significant
related trends, including an increase in consumer touchpoints and data
availability, which are discussed in the next section.
Increase in Consumer
Touchpoints
The traditional consumer decision journey
implied a series of systematic stages, including
awareness, consideration, purchase intention,
and purchase. Imagine a couple, Anne and Joe,
who are looking for a new refrigerator to replace
their old one. In the “old days,” they would have
driven to the nearest physical outlet, such as
Sears, and looked at a few options. After talking
to the sales staff about their needs, they might
identify and shortlist three models across two
brand names.
They would then complete their purchase
after perhaps conferring with a couple of friends
who had recently undergone a similar purchase
in the same product category. Mapping their
consumer decision journey would have been
fairly simple, including predictable steps such
as trips to the local retailer and discussions with
sales staff within the store.
The following points summarize three organizational prerequisites for digital
personalization to be successful

Organizations must invest in a customer data warehouse that

provides continuous monitoring and feedback regarding
1 customer needs and wants and how well those are being
satisfied through company offerings

Organizations must deploy cross-functional teams to

understand the customer’s decision journey, which may
2 involve a variety of different channels, including the
company’s Web site, a mobile app, or an in-store experience

Organizations must employ an iterative process of testing and

3 learning to identify what works and what does not.

Loss of Control over Brand Message
and Co-Creation of Brand Meaning
The shift to digital has decreased the extent of
control that a brand manager has on brand meaning. In
the nondigital era, brand managers exercised greater
control over their messages that were available through
limited channels
In summary, the digital age has created
conditions in which brand meaning is co-produced
by three different but interacting forces :

Firm-generated brand meaning: Through their online and offline marketing

activities and programs, along with other means, firms attempt to shape
the meaning of brands with consumers.

Consumer-generated brand meaning: In the digital age, consumer-to-

consumer conversations are enabled through social media platforms (e.g.,
Facebook and Twitter) that supplement traditional offline word-of-mouth.
These conversations, which are taking place on various digital platforms and
on a large scale, can significantly shape brand meaning

Media and cultural influences: A variety of new entities and channels also
play a significant role in co-creating brand meaning. Media channels may
themselves contribute to brand meaning. Furthermore, cultural influences
are continually evolving and shaping customer conversations and
contributing to brand meaning
Key Digital Era Trends with Implications for Branding and Brand Management

1. Changes in the consumer decision journey

2. A sharp increase in buying via online retail channels
3. A shift in advertising and promotion expenditures toward
digital channels
4. The rise of many-to-many communications
5. A dramatic increase in consumer touchpoints
6. A tremendous increase in data availability
7. The use of digital personalization
8. A loss of control over the brand message and the co-creation
of brand meaning
9. The role of user experiences
10. The growth of brands as cultural symbols
In summary, the digital age has created conditions in which brand
meaning is co-produced by three different but interacting forces:

1. Firm-generated brand meaning

2. Consumer-generated brand meaning
3. Media and cultural influences
 Content Here

Brand Engagement

We distinguish three levels of customer engagement based on the extent to which a

customer engages in various types of behaviors:
1. Low brand engagement Content Here
2. Moderate brand engagement
Content Here
3. High brand engagement Content Here

What are some factors that drive consumers to exhibit low, moderate, or high
levels of brand engagement? According to research findings, brand characteristics,
message characteristics, medium characteristics, and consumer characteristics can
all drive brand engagement.
Content Here Content Here

1. Brand characteristics
2. Message characteristics
3. Medium characteristics
4. Consumer characteristics
 E-mail Marketing
E-mail marketing, while sometimes eclipsed by its more glamorous counterparts
such as social media advertising, is still the most effective form of
communication.

There are a few key considerations in conducting an effective e-mail campaign,

as discussed in the following paragraphs:

1. Segmenting, Targeting, and Personalization

2. E-mail Structure and Subject Line

3. Timing and Industry Differences

4. Entertaining and Engaging Content.

5. Testing and Monitoring.

6. Search Advertising

7. Display Advertising
 Social Media Marketing Mobile Marketing

Social media channels (e.g., Facebook and Twitter) offer mobile marketing helps engage customers while they
unparalleled access to communities of users with similar are shopping by offering them timely promotions,
demographic, geographic, and psychographic characteristics. discounts, and so on. Mobile promotions can vary
Social media plays many roles, including (1) establishing a based on different geographic locations as well as
public voice and online presence, (2) amplifying marketing different “dayparts,” suggesting that marketers can
messages, (3) helping monitor and obtain feedback from customize their advertising and promotions to an
consumers, and (4) promoting customer engagement. In unparalleled degree.
recent years, various forms of social media advertising have This also means that customers who are .
targeted with
also become available to marketers. advertising messages and promotions based on their
location, time of day, or behavior will find marketing
Overall, social media offers a unique way for marketers to efforts of greater relevance to their purchases.
promote dialogue with their audiences, gather feedback and
insights, and solicit input regarding their products. However, a 1. Messaging Services.
caveat is in order. As noted previously with regard to the brand 2. In-App Advertising.
engagement pyramid, only some consumers want to get 3. Proximity Systems Marketing
involved with only some of their brands, and even then, maybe
only some of the time. Some consumers may view a brand’s
presence on social media channels as intrusive and imposing
on their privacy. Companies should monitor their social media
presence to ensure that it is appropriate and welcomed by
consumers.
Influencer Marketing and Social Media Celebrities

Influencer marketing involves utilizing key influencers, such as bloggers, celebrities, topic experts,
and opinion leaders, to provide information and opinions about products and brands.

Many brands have leveraged social media celebrities to influence their audiences. For exam- ple,
Emirates Airlines wanted to use social and digital channels to appeal to American consumers.

Emirates hired online influencer and YouTuber Casey Neistat to talk about an upgrade he received
from business class to first class on Emirates. This campaign was an instant success, and his
video generated more than 27 million views. Mercedes-Benz also used online social influencers
with its #MBPhotoPass campaign, in which the company let influencers tell a story using their
vehicles. These influencers were given keys to a Mercedes-Benz vehicle and were asked to drive
around while taking pictures and curating the brand’s Instagram account.

Influencer marketing relies a great deal on the authentic tone of the influencer, who that are often,
in fact, paid to post information about a brand. Marketers need to exercise caution that the
information regarding sponsorship of the influencer’s post by the brand is made obvious to the
customer.
 Content Marketing

What is Content Marketing?

Content marketing is a strategic marketing approach focused on creating and

distributing valuable, relevant, and consistent content to attract and retain a
clearly defined audience—and, ultimately, to drive profitable customer action.
Content marketing is a type of marketing that involves the creation and shar- ing
of online material (e.g., videos, blogs, and social media posts) that does not
explicitly promote a brand but is intended to stimulate interest in its products or
services.
Content marketing can be beneficial to companies in appealing to certain groups
of people and in achieving specific goals.
Guidelines for Good Content Marketing
Understanding buyer needs must always be a starting point for generating good
content. This may involve mapping out a buyer’s decision journey. Developing a set of
buyer personas that depict the typical customer at various stages of the decision
journey can also be very helpful. Evolving content that addresses the information
needs of different types of consumers at each of these stages is a key task of content
marketers. Another key to success in content marketing is excellent storytelling.

To ensure broad distribution, the strategy for distributing content must involve channels
beyond social media sharing and may involve identifying unique ways of disseminating
content to ensure audience reach. For example, a blog may be a great way of ensuring
that there is a ready and committed audience for content pieces.

A good content strategy has to be integrated with a broader public relations and
marketing strategy. The goals of the overall marketing strategy in terms of reaching
and engaging the audi- ence should be aligned with the content marketing strategy;
doing so can help reach the audience, build a brand, increase brand awareness,
generate leads, and ensure sales.
Conclusion:
The growth of digital marketing and social media has
ushered in a new era with many distinct trends. These
trends portend changes that need to be made in how
marketers organize their efforts and deliver value to their
customers. Your Picture Here

The wide variety of communication options and the

avail- ability of data to target customers with offerings at
the right time and place put marketers in a powerful
position to engage with customers.
These changes also imply that brands will occupy a
different role in consumers’ lives and have an even
greater role as cultural symbols
STUDY CASE
Kitabisa.com is a platform that was officially established
in 2015. It is a platform that focuses on raising funds for
social activism from content creators, and then listens a
little to consumer requests to be able to participate in
raising funds for medical activities. At first this platform
was very idealistic with the spirit of social activism, but
the market was never seen until they finally lowered their
ego when they received data on fundraising for medical
funds that could reach 60%.Then how did kitabisa.com
become the most popular fundraising platform in
Indonesia?
 A. Kitabisa.com Brand Basics
Kitabisa.com is a platform to help people in
need. In building interest with customers, they
focus on one keyword, namely "goodness" and
this tagline is always voiced and instilled. So that
when someone hears "goodness" they will
remember kitabisa.com
Selection of The Type of Platform As an Outside Branding Strategy

Kitabisa.com always maximizes all types of

platforms for digital branding purposes. Apart
from going through websites and applications,
they are also optimal in social media, such as
Instagram, Facebook, Twitter, Youtube and also
Whatsapp. Some of the reasons they optimize
social media include:
1. Ability to facilitate communication with
customers efficiently
2. The use of digital tools can build the image of
kitabisa.com as a bridge of goodness
3. Can measure the development of issues,
engagement, feedback from customers so
that it is possible to adjust branding
continuously.
C. Maximizing The Company’s Internal Branding

Although building consumer trust in the brand is

important, it is even more important to build trust
internally (employees). If employees believe in
the quality of the company's products, it will be
easier to communicate this with customers.
Thank You
Insert the Sub Title of Your Presentation