By: Natasha Archary
You’re dead in the water if you are yet to embrace technology in some form or another. Emails and websites are but the tip of the digital iceberg and if your company hasn’t quite breached the surface, you’re floating on thin ice.
Without a strong digital brand presence many corporates or small start-ups are struggling to compete in a saturated market space. There are so many brands and products targetting the people you are, can you really afford to be a marketing traditionalist?
Marketing and digital marketing should not be seen as the same thing but rather opposite sides of the same coin. Both departments are aiming to strategically position your company brand and market your product and campaigns should feed into each other. They are however, two different beasts.
Your digital brand presence is in this day and age, the likely first glance a potential client has of your brand. You need to stay relevant. With regularly updated social media accounts, authentic and fresh content that is aligned with your brand and quick response time to queries online.
This is the first impression you give to your clients. It doesn’t matter which industry you’re in, whether you’re a work from home based organisation or have an entire office park dedicated to what you do, if you don’t have an active website, no one cares.
It’s really that simple. Linear brands who don’t have a digital presence will struggle to build a credible identity.
Key to digital
Don’t fear technology. It’s everywhere. From LED billboards, to touch screen and interactive maps being a digital force in the corporate world means adapting your brand identity to fit in. It’s not enough to have a website and blog articles anymore, everyone’s doing that.
Think of something innovative and authentic to launch. With more brands making it so convenient for the average end user today, one merely has to touch a screen to make a purchase. Your brand will need to constantly be evolving.
Being versatile in a highly competitive time means developing or out-sourcing a digital team to run your online campaigns and manage your social media presence.
Understanding social media, the lingo, the limitations, the analytics to compare what works and what doesn’t requires a certain skill-set. There are people who just fell into it but who have a wealth of knowledge in the field and this should be considered. There is a right and wrong way to go about it.
Build your brand
Before you launch a digital strategy consider the following:
- 1) What does your brand stand for?
- 2) How will you keep the messaging consistent?
- 3) Will you be able to manage unhappy customers?
- 4) Who will be responsible for the measurements and metrics?
- 5) Do you focus on what your competitors are doing and just piggy-back off that?
These are important questions that you will need to work through with your marketing and digital teams. A strong digital brand presence is not going to happen overnight. It’s going to take time, clear objectives and a solid strategy to not just attract traffic to your website but also convert that into sales.
Digital marketing isn’t as overwhelming as some make it out to be. If you’re making the leap do so with both feet, commit and don’t abandon ship until your brand is a trending hashtag. And then, you do it all over again.