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DIGITAL BRANDING

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Digital interface has transformed branding. This keynote presentation discusses how to brand your products and services in this paradigm-changing media.

Veröffentlicht in: Business, Kunst & Fotos, Technologie

DIGITAL BRANDING

  1. 1. E B A F M P M G P P W B s Y a d a S c r o E N a B r a u p a r G i c u o D o e i n a l I d r M S h c o d e b o c t L k a c c M B w i e k o C l l a b J w n N t B E e H s a t a N M e U t t o o o a d T s o o a a o e & o X o r e A r i B V e a N i H n l ! l y m o o P h y r m t n l u k r i e U G r n d N s e i r g s a y k r n o d’ i C i S i i a t d i s s B n o l k e n q S a o M u s s w a & h n o e A c & z e n a r n l B t u t t d o i a g V T T c o E n e e o r S g y a e o a o a e a V c e n G G n x d i G F F n n l e s r b a n a d d r H e o a x o s W F o r w P e c e D B U s A o b a g B y n M t & d F m P o e e G m A a s u e i r h a S a n y p n u f e M u t a i r e b e n r s o b p c t t z r s R v o y i p c o t W n u r a N J e d l p t l l p e e o e i l N z k y n I d M n r l l e o j E e s M t d e l b r L u d e e a s e K J a i y e b w h x i o e m e o a c t s D d N x E i i o n b a o y H r e o M C e i t A m r Y s M i n k s u Z o r n e i l T G k a m s o o o o l t B s L’ r s l w u e H r y u r n t S H A P F D e o O c c i c a A W u g k o a C T e a M o f r e o H F t c c e o C n h r c G r h & g d e K i t r a l s t e t i h o l c l o h T R o a T r s c a e w e r e T e l d o o i e l s o e s o t e l s l n e r o n s o n m e a g y e B e n s y b e H C l t o e b t e o r D r G & t H e u F s o o s o I D a e C W a t t o y t r a s n c k L K a S s l a h b H h n u a R e r d a e E v o G t i b e P e O n g r a C e i v B R A n E a d r a d a C d u o F o H i a d y I l n g c o A a M M e l e t s k l n C i i e C p a e e o n a r S a L O o a e c r s m B r n d U t r n E r o E e s c i P e r a l s d o e s n S C S a s t s d u T R A h a e o L’ e K o o a B m s e v f s e n O o s m p o n B s t r d m u n e C u L e a y & l n b C a a g k l u R A H H l o H i L d o m e o c i c o e l a d n a C l u r e n g d C i f i x a e a o t i s S G s l i g i i H aDIGITAL BRANDING e V e l e r u m B e r S F C e u V t t a i e a n d e t z m t d n s w r e s t E o e i D u o x n i z i n n s o e g e n s A r e d l C o i b t e i
  2. 2. A VISUAL PRESENTATION BY SUDIO SUDARSANOriginally presented at the CEBMM Singapore 2007. Copyright © 2007 11powerN.com For Education Purpose Only.
  3. 3. REWLET’S START WITH A LESSON IN HISTORY..
  4. 4. Alloy Steel Soft LeatherMARKETING WAS ABOUT WHAT A BRAND IS. 1875–1925 AGE OF PRODUCT FEATURES
  5. 5. For Sheer Feet ComfortMARKETING WAS ABOUT WHAT A BRAND DOES. 1925–1960 AGE OF PRODUCT BENEFITS
  6. 6. Appeal to his Senses MARKETING WAS ABOUTWHAT A BRAND MAKES YOU FEEL. 1960–1990 AGE OF EMOTION
  7. 7. For the Woman You Are MARKETING WAS ABOUTHOW A BRAND DEFINES YOU. 1990–2005 AGE OF IDENTITY
  8. 8. http://www.shoeclub.us MARKETING WAS ABOUTWHERE A BRAND MAKES YOU BELONG. 2005- AGE OF SOCIAL NETWORKS
  9. 9. DIFFERENT STROKES forDIFFERENT FOLKS
  10. 10. forREADING
  11. 11. forCOOKING
  12. 12. forTRAVEL
  13. 13. forSPORTS
  14. 14. CLOTHING IS AN EXTENSION OF SKIN.
  15. 15. ..WHEEL, AN EXTENSION OF THE FOOT
  16. 16. MEDIA IS AN EXTENSION OF HUMAN FACULTY –PHYSICAL, MENTAL, EMOTIONAL, AND RELATIONAL.
  17. 17. AS THE MARKETING ENVIRONMENT RAPIDLYTRANSFORMED WITH THE ADVENT OF WEB 2.0.. 1 0 0 1 1 0 1 0 1 0 0 1 0 1 1 0 0 1 1 0 1 0 0 1 1 0 0 1 1 0 0 1 1 0 1 0 0 1 1 0 0 1 1 0 1 0 0 1 0 1 1 0 0 1 1 0 0 1 0 1 1 0 1 0 1 0 1 0 0 1 1 0 0 1 1 0 1 0 0 1 0 1 0 1 0 1 1 0 0 1 1 0 0 1 0 1 1 0 1 0 1 0 1 0 0 1 1 0 0 1 1 0 1 0 0 1 0 1 0 1 0 1 1 0 0 1 1 0 0 1 0 1 1 0 1 0 1 0 1 0 0 1 1 0 0 1 1 0 1 0 0 1 0 1 0 1 0 1 1 0 0 1 1 0 0 1 0 1 1 0 1 0 1 0 1 0 0 1 1 0 0 1 1 0 1 0 0 1 0 1 0 1 0 1 1 0 0 1 1 0 0 1 0 1 1 0 1 0 1 0 1 0 0 1 1 0 0 1 1 0 1 0 0 1 0 1 0 1 0 1 1 0 0 1 1 0 0 1 0 1 1 0 1 0 1 0 1 0 0 1 1 0 0 1 1 0 1 0 0 1 0 1 0 1 0 1 1 0 0 1 1 0 0 1 0 1 1 0 1 0 1 0 1 0 0 1 1 0 0 1 1 0 1 0 0 1 0 1 0 1 0 1 1 0 0 1 1 0 0 1 0 1 1 0 1 0 1 0 1 0 0 1 1 0 0 1 1 0 1 0 0 1 0 1 0 1 0 1 1 0 0 1 1 0 0 1 0 1 1 0 1 0 1 0 1 0 0 1 1 0 0 1 1 0 1 0 0 1 0 1 0 1 0 1 1 0 0 1 1 0 0 1 0 1 1 0 1 0 1 0 0 1 0 1 1 0 0 1 0 1 0 1 1 0 1 0 0 1 1 0 1 0 0 1 0 1 1 0 0 1 0 1 0 1 1 0 1 0 0 1 0 1
  18. 18. ..EXTENSION OF SENSE PERCEPTION ALTERED THEWAY CONSUMERS ACT, THINK, EMOTE, AND RELATE.
  19. 19. WEB 1.0 BUSINESS STRATEGY BRAND STRATEGY MARKETING COMMUNICATION OFFLINE ONLINE
  20. 20. WEB 2.0 BUSINESS STRATEGY BRAND STRATEGY CRM PROMOTION MARKETING CHANNEL SALES INTERNET
  21. 21. INTERNET IS TODAY’S TOWN SQUARE OF THE GLOBAL VILLAGE
  22. 22. IN THIS NEW WAVE OF TECHNOLOGY, THE WAY PEOPLE COMMUNICATE CHANGED.
  23. 23. ALMOST OVERNIGHT, MARKETING CHANGED.
  24. 24. THE MOMENT NEWS HITS THE WIREFIRESTORM ERUPTS VIA DIGITAL CHANNELS.
  25. 25. WITH THE WHIRLWIND IMPACT OF DIGITAL MEDIABRANDS STAND NAKED TODAY
  26. 26. FROM TO PUSH MEDIA PULL MEDIA FROM TOLEAN BACK LEAN FORWARDMARKETING MARKETING
  27. 27. BUILDING A ROBUST DIGITAL BRANDSTARTS WITH THE COSTUMER IN MIND
  28. 28. Rational quadrant answers the fundamental question “Who are you?” INFORMATION WEBSITE POINTS OF PARITY SECURITY ATTRIBUTES/ PRICE POINTS FEATURES PRODUCT/SERVICE POINTS OF DIFFERENCE OFFERING BENEFITS AL ON TI RA1
  29. 29. IF WEBSITE DOESN’T MEET NEEDS OF USERS, ITWON’T MEET THE NEEDS OF THE ORGANIZATION. RELEVANT PERSONALIZED CURRENT LUCID INFORMATION EASE OF FINDING TIMELY COGENT ACCURATE
  30. 30. CUSTOMERS MAY NOT BE GOOD AT DESCRIBING SOLUTIONS, BUT ARE GOOD AT DESCRIBING THEIR NEEDS/PROBLEMS.WHAT IS THE PURPOSE OF ACCESSING WEBSITE?HOW FREQUENTLY DO CUSTOMERS ACCESS?WHAT IS THEIR WEBSITE EXPERIENCE?WHAT TYPE OF INFORMATION DO THEY NEED?WHAT ARE THEIR NEEDS/WANTS?HOW WILL INFORMATION BE USED?
  31. 31. CUTTING-EDGE RESEARCH METHODS FROM MYRIADFIELDS PROVIDE RICH INFORMATION OF USERS TODAY.REPTILIAN MIND MAPPINGPARTICIPANT BEHAVIORDAY-IN-THE-LIFE CUSTOMER ANALYSISETHNOGRAPHIC LONG INTERVIEWSNON PARTICIPANT BEHAVIOR
  32. 32. INNOVATION MUST STARTLE.
  33. 33. CO NE AN E CE IC T IF IBU NS ED UM S GN R SI ATT ER ET HI M GH UN BREAKTHROUGH INNOVATION CATEGORY ENTRY DEVELOPMENT TICKET DEAD WOOD LO ET M WIDENTIFICATION OF UNMET NEEDS PROVIDES DIRECTION TO CREATE A PIPELINE OF CUSTOMER-CENTRIC INNOVATIVE SOLUTIONS.
  34. 34. ONLINE ANALYSIS MUST USE ALL THE HELPIT CAN TAKE FOR INNOVATION RESEARCH.
  35. 35. ADAPTIVE SELF-EXPLICATED APPROACHES FORMULTIATTRIBUTE PREFERENCE MEASUREMENT TODAY CAN STATISTICALLY PREDICT PRODUCT BUNDLING.
  36. 36. 2 PS DIGITAL YC PERSONA H IC SYMBOLICAL AL BRAND AFFILIATIONS CONTENT TONE FUNCTIONALITY LIKEABILITY Psychical quadrant answers the fundamental question “What are you?”
  37. 37. HUMANS PAY ATTENTION TO WHAT
  38. 38. TO INJECTDIFFERENTIATION, THE ENGINE OF THE BRAND TRAIN, TAKES EXTREME FOCUS
  39. 39. SIMPLICITY DRIVES ENGAGEMENT. Simple is true.
  40. 40. AN EMPTIER WEBSITE IS AN ELEGANT WEBSITE.
  41. 41. 3 L NA IO SOCIAL APPROVAL OT GRAPHICEM DESIGN SITE STYLE TRUST HEDONISM SINCERITY Emotional quadrant answers the fundamental question “What about you?”
  42. 42. ESTEEM MEASURES EXTENT OF LOVE AND RESPECT OF A BRAND.
  43. 43. AN APPEAL, THE BASIC IDEA WHY AN AUDIENCESHOULD ACT, MUST STIR EMOTIONS TO MOTIVATE.
  44. 44. HIERARCHY EFFECTS IS IMMORTALIZED AS DAGMAR✞ ✞ Defining Advertising Goals for Measured Advertising Results.
  45. 45. ACCIDENTAL VISITOR GENUINE VISITORUN AW AR E REGISTERED VISITOR AW BOOKMARKED VISITOR AR E KN OW USER THE LOYALTY LOOP LE DG E LI KE PURCHASED CUSTOMER N TIMESDECISION-MAKING PU RC PROCESS HA SE BLOGS ABOUT LO US YA LT Y BUY MACBOOK AD VO CAT E
  46. 46. THE ONLY FACTOR SCARCE IN THE DIGITALWORLD OF ABUNDANCE IS HUMAN ATTENTION.
  47. 47. Relational quadrant answers the question “What about you and me?” AMBASSADOR ATTACHMENT ENDORSER RETENTION INFLUENCER/ BLOGGER ONLINERE COMMUNITIES LA TI ON AL 4
  48. 48. A SHAREABLE STORY IS RETOLD ONLY BY CUSTOMERS.
  49. 49. INTERNET HAS INTENSIFIED CUSTOMER TOUCHPOINTS.
  50. 50. T R NETEIN IN TE RN ET s Sal m oru Bu sletter Adv otio g spe Af Ci n a ss F fin vic rom keti ertis n ity ma New Sig sine ma g ge r gin ing Pu r blic ket a affa ing ck its n Pub Pa hib lic r elati irs Ex posals ons Direct m Pro ail e-Mails Trade shows Brand Voice mails Website outh Wo rd of m ne Web ho Let bann Telep ing ers ork ions Bu terh tw t sin ead Ne nta es s plo es Pu eme sC Prod ees Eph lication e Em ech bli es ucts Pub s ar Pr Service cit a y ds e Sp y r IN TE s RN ET ET RN TE IN
  51. 51. MONOLOGUE COMMUNICATIONS ARE A DISTANT PAST. SENDER RECEIVER MESSAGE
  52. 52. COLLABORATE WITH CUSTOMER GROUPS
  53. 53. STAY RELEVANT
  54. 54. RE L NA LA IO TI T ON RA AL HEAD HEART L NA PS IO YC OT HI EM CA LFOUR PIVOTAL QUADRANTS TO BUILD A STRONG BRAND
  55. 55. NOW THAT YOU’VE GOT YOURSELFA CHARISMATIC BRAND,LET’S SEE HOW TO INCREASETRAFFIC TO WEBSITE..
  56. 56. FISH WHERE THE FISHES ARE.
  57. 57. ONLINE SEGMENTATION IS THE NATURAL SUM AGGREGATE OF THE VAST DIFFERENCES IN THE DIGITAL ECOSYSTEM. Identification of homogeneous customer subgroups that respond differently than other subgroups to be targeted with distinct marketing mix
  58. 58. SEGMENTATION IS THE HEART OF STRATEGY. To find unmet (or inadequately met) customer needs and wants; To identify product strengths that are unique and important; To determine how best to overcome product weakness; To identify market segments for which a particular product or new concept would be appealing.
  59. 59. ONLINE MARKETING ROADMAP 6 MEASURE 1 RESEARCH 5ANALYZE 2 SEGMENT 4 ENGAGE 3 EMPOWER
  60. 60. RESEARCH THE FIRST DUTY TOSERVE CONSUMERS IS TO LISTEN TO THEM Use social listening tools; listen to your online consumers in digital/social media outlets, conduct ethnographic and netnographic research
  61. 61. SEGMENT Online Consumer SegmentsWith advanced computational ability available to marketers today, sophisticated approaches, such as outcome-based or future response segmentation can help uncover hidden segments
  62. 62. EMPOWER Product sample, idea, beta testing, etc. Video, film, content Tools, widgets, apps, etc.Create pertinent and interesting social objects for target-tribes segmented
  63. 63. ENGAGE Product sample, idea, beta testing, etc. Social networks, blogs, customized web pages Video, film, content Video sharing sites online Tools, widgets, apps, etc. Websites, e-markets, e-mail, blog and microblog sitesEngage various segments with their preferred media outlets and digital platforms
  64. 64. ANALYZE Website.com PRICE OF LIGHT CANNEVER BE MORE THAN COST OF DARKNESS Enable sharing; test for paid advertising as well for stimulating online campaigns Use enterprise-class web and social analytic tools to analyze engagement effectiveness and traffic
  65. 65. MEASUREWHAT IS MEASURED IS MANAGED Track results to optimize response/reaction
  66. 66. LET’S UNDERSTAND LISTING PROCESS OF A SEARCH ENGINE Google.com, for instance, has stated that it uses about 200 factors within its search ranking algorithm to help boost position or remove as spam from its engine.
  67. 67. User Classifies data based Identifies taggable on taxonomy meta data Query Synonyms Inverted Classification Entity String to Query Index Engine Extraction Servers Search Engine-SideClient-Side Initial Result Set Localization Media Duplicate Removals Source Organic Filters Results Page Rank Search Personalization Algorithms User Behavioral Crawler
  68. 68. BY UNIQUE USERS.SEARCH ENGINES LOVE WEBSITES VISITED OFTEN BY USERS.
  69. 69. GET LINKS TRADE LINKSEXCHANGE LINKSCREATE BACKLINKS
  70. 70. REACH OUT. USE ARTICLE AND VIDEOSUBMISSION/DISTRIBUTION SERVICES.
  71. 71. E E. FR I NG E TH OM ESG IV DO YOU KNOW ANYONE WHO DOESN’T LOVE FREE STUFF?
  72. 72. IN GOOD TIMES YOU WANT TO ADVERTISE IN BAD TIMES YOU HAVE TO ADVERTISE
  73. 73. AFFILIATE MARKETING: GAIN MORE VISIBILITY IN Aggregator THE PAID AND THE NATURAL LISTINGS OF SERPs Review SitesClients Rewards Sites Fee Affiliate Tracking Visitor Merchant Website Software Sale
  74. 74. Life timeWHAT GETS MEASURED, ValueGETS MANAGED. Branding Metrics Cost = Cost per Click (CPC) Quality = Conversion Volume = Unique Visitors/ Reach
  75. 75. ONLINE MARKETING DATA IS FREELY AVAILABLE;ANALYTICS HELPS MAKE GOOD DECISIONS WITH IT. VARIAB LE FEE NO FEE E FEE $30 ONE-TIM
  76. 76. LIKE A HUMAN, A LIVING BRAND, IS A PATTERN OF BEHAVIOR.
  77. 77. BRAND IDENTITY NEEDS TO BECONTINUOUSLY ALIGNED WITH IMAGE.
  78. 78. STRONG BRANDS LETS YOU ⟦CONTROL⟧ YOUR DESTINY <AND>
  79. 79. ..HELPS BUILD A SUSTAINABLE COMPETITIVE ADVANTAGE
  80. 80. CALL US FOR RESULTS.
  81. 81. Sudio Sudarsan is Director of New York-based digital branding consultancy, 11^N. Contact us for digital market research, analytics, strategy formulation, brand education programs,innovation workshops, seminars, war games, creative audits, technology alignment, ROI measurement, and more. www.11powerN.com

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