The Digital Marketing Landscape

Creating a Synergistic Consumer Experience

Jessica Rogers

• Publisher: Business Expert Press
• Year: 2021
• ISBN:
  9781637420355
• Topic: Betriebswirtschaft
• Subtopic: Digitales Marketing

This book is geared towards both students and professionals looking to explore the interconnectedness of digital technologies for marketing and branding purposes.

The field of marketing has seen an evolution in how brands communicate with consumers, how consumers communicate with brands, and how consumers communicate with one another. Digital technologies such as mobile phones, the internet, social media, and email contribute to what is known as the digital marketing landscape. Digital marketing offers unique ways to meet consumers where they are, engage with potential and existing consumers, capture the voice of the consumer; allow consumers to be part of a brand narrative.

This book is geared towards both students and professionals looking to explore the interconnectedness of digital technologies for marketing and branding purposes. This book offers an overview of the digital marketing landscape and how the various elements of digital can work synergistically. When the power of an integrated digital strategy is optimized, both consumers and brands benefit.

The Digital Marketing Landscape serves as a practical guide for both students and professionals in a variety of settings. Readers will become familiar with terminology, understand how the different areas of digital marketing connect and work together, and gain the knowledge needed to generate valuable and actionable managerial insights for more informed decision-making.

CHAPTER 1

The Digital Brand Experience

Learning Objectives

• Understand how organizations promote brand awareness and differentiation through current digital technologies.

• Understand strategic marketing approaches for optimizing exposure of brand narratives across digital platforms.

• Explore the idea of Inbound Marketing and how digital supports this method.

The field of marketing has seen an evolution in how brands communicate with consumers, how consumers communicate with brands, and how consumers communicate with one another. Digital technologies such as mobile phones, the Internet, social media, and e-mail contribute to what is known as the digital marketing landscape. The digital landscape goes above and beyond what the traditional forms of communication such as print, radio, and TV are able to contribute to building brands and impacting interest (Kannan and Li 2017). Digital offers the ability to reach customers to promote products and services, while also providing significant value to customers, and contribute to branding efforts. Digital marketing has evolved, and the associated digital technologies are creating value in new ways through new customer experiences, through new types of interactions, and through a series of new adaptive touch points (Kannan and Li 2017). Given its unique ability to engage consumers and communities, digital can be a very powerful tool for not only building brands, but strengthening relationships as well (Aaker 2015). Digital is no longer future state; it is here and now. A well-crafted digital marketing strategy will help an organization build a strong online reputation, increase brand awareness, encourage traffic, and lead to conversions that will result in increased customers, sales, growth, and success (Ahuja and Loura 2018).

When you think about the components of the digital marketing landscape, consider your daily interactions with the many marketing messages from the perspective of a consumer. For example, you are in the market for a pair of new running shoes. Your first inclination may be to Google “running shoes for high arches.” This search will result in several suggested articles, advertisements, or other content ranging from branded material to unbranded material from this search. You may then read several articles associated with the search, be pulled toward retailer sites, or even be exposed to information that will alter your initial search. The typical consumer will read reviews on retailer websites, read blog posts and other articles related to the purchasing decision, ask friends via social media, and they may even be doing this all from a mobile device. Should the consumer be performing these searches and research via mobile device, there’s also the opportunity to simply complete the process and make a purchase with a click of a button.

In this very rudimentary example, the components of the digital marketing landscape create an “experience” for the consumer. All of these elements (websites, images, social media content, mobile application content, and more) should portray the same brand image in the consumers’ mind and convey the same marketing messages, while also contributing to overall branding efforts. Imagine the various elements of digital marketing technologies as a piece of a puzzle. Each piece fits with other pieces (hopefully seamlessly) to result in a cohesive picture.

While the basic principles of marketing have remained the same, the ways in which we accomplish marketing goals have seen significant advancements in recent years. Among the many challenges for marketers today is the creation and retention of loyal customer groups (Aaker and Marcum 2017). The digital landscape of today adds many complexities to brand building such as ever-changing media, on-demand expectations, consumers now having more control, the difficulties associated with effective integration of messages, and the subsequent impact on delivering on brand customer experiences. Marketers must also compete with more “noise” than ever before to reach consumers. The consumer of today has a much shorter attention span than in the past and many have embraced an “on-demand” mentality. Digital marketing offers unique ways to meet consumers where they are and to break through the “noise.” Digital allows brands to engage with potential and existing consumers and to capture the voice of the consumer, all the while allowing consumers to be part of a brand’s marketing message and narrative. New and innovative technologies are allowing marketers to target specific audiences with personalized digital content that contributes to the development of consumer awareness, facilitate sales, and impacts trust and loyalty. Content that is informative, entertaining, functional, and resonates with the audience is a backbone for a strategic approach.

One of the most valuable assets an organization has is the brand names associated with their products or services (Keller 2013). The key to effective branding is for consumers to perceive differences between brands in a particular category; utilizing digital allows marketers to make those differences more recognizable through a strategic narrative. Digital marketing, and the associated digital brand engagement, involves a disciplined and strategic approach to ensure more meaningful and intimate connections. Just as a logo is considered part of a brand, a brand’s digital footprint is as well. From a company webpage, to its social media profiles, to its e-mail content, and mobile applications, it all represents a brand and contributes to a narrative surrounding that brand. The notion of a “brand” via a marketing lens is important as it helps to achieve a competitive advantage (Kapferer 2004). If leveraged appropriately, all of these assets help to create meaningful connections and opportunities to engage with consumers. The development of a strong brand identity over several digital channels is considered digital branding (Poulis et al. 2017). Digital channels offer much more flexibility in terms of the length of content, costs, and availability as opposed to traditional media such as magazines or television. As we proceed through this book, think about how the platforms and tools can be used to create and broadcast this narrative. Reflect on the narratives you consume each day in your personal and professional lives. How do these narratives impact your behavior as a consumer?

Brand awareness relates to brand recognition and brand recall (Keller 2013), and it plays an important role in the consumer decision-making process. When a consumer is confronted with multiple brands, will they be able to recognize a brand as one they have previously been exposed to; will they recall a brand from memory when thinking of a specific brand category? Consider how these elements impact a purchase decision, and how digital can help with brand awareness via social media posts, digital advertisements, e-mail communications, and other digital platforms. Once an organization has established a sufficient level of awareness for the brand, the next step is creating a brand’s image. The brand image reflects the perceptions consumers may have of the brand. Brand awareness and positing brand image directly correlates to brand equity. And to build brand equity, you must shape how consumers think and feel about your product (Keller 2013).

An organization’s website may detail offerings and host additional content to contribute to brand image, while their social profiles share similar content, but also allow for engagement with their audience. Similarly, the organization’s e-mail database offers a direct path to a consumer to pull them along through the decision-making and purchase-making process, while an associated branded mobile application facilitates the purchase process or engagement with the brand. An organization may have an excellent product or service, but in what ways are they able to communicate this with consumers and potential customers while also facilitating engagement with the company? Marketers have many more tools in their toolbelt than just a decade ago. The idea of branding is not new, but it has become an actionable buzzword in the marketing landscape as we see new digital technologies abound that are breathing new life to almost extinct brands.

Digital marketing does not solely revolve around digital tools and data. Effective digital marketers understand the relationship between the various digital platforms and associated tools, and the intersection with an organization’s overall marketing strategy. Further, they understand the relationship between the brand and the consumer and how to best engage digitally in a meaningful, personalized, and relevant manner. They understand customers are connected and informed, as well as empowered. And, they understand digital marketing contributes to the future of a brand and the customer experience. The creation of an excellent digital experience takes into account all facets of digital marketing as one cohesive unit.

When considering a strategy for digital, one must begin with goals. As we know, goals should speak to an organization’s defined mission and vision. These goals will inform each area of your strategic approach to digital. These goals will also scaffold to the tactics you choose to use via digital technologies, and ultimately how you will measure success. When formulating a digital strategy, it is paramount to be extremely specific with setting goals as you begin to strategize. As you try to determine the goals of your strategy, think about how your efforts might tie to rebranding or branding, promoting brand awareness, differentiating your product or service from the competition, communicating value propositions, impacting consumer sentiment, promoting your organization’s unique selling proposition, and more. As goals become more clearly defined, one is better able to see how each of the digital technologies will contribute.

In the past, we relied on the one-to-many approach; we had to push our messages to mass audiences with little differentiation in content or target audience. The message from brand to consumer is then perceived by the consumer as advertising, and thus less meaningful. In today’s digital environment, we are able to provide a much richer experience for both the consumer and the organization. Marketers are able to contribute to brand building by essentially giving a brand a digital personality and making sustained connections with consumers through digital channels. Through a variety of consumer experiences or marketing activities, many brands take on personality traits or values. Digital channels allow a brand to exhibit human-like characteristics like humor, authority, fun-loving, trustworthy, warm, or even glamorous.

Customers often interact with brands as though they are real live people (Aaker 1996), and we see this play out on social media in particular. It is not uncommon for brands to embrace their unique personalities within their Tweets on Twitter; it has even become a trend for brands to do this with one another using catchy hashtags and GIFs. A brand may choose to create this image and personality via digital technologies such as social media posts, viral videos, visuals on websites and in e-mails, and more. It is worth noting that once a personality has been established, it becomes very difficult for a consumer to accept anything that is incongruent to that personality. Consumers tend to choose brands that have a brand personality that is consistent or much like their own self-concept. They may relate to the image and reputation of a brand that defines their perceived unique behavioral characteristics. However, some consumers may align with a brand based on their own desired image as opposed to their actual image. Consumers may find it aspirational to be identified with brand signs and symbols; there can be symbolic associations for the consumer.

Consumers and brands today now have many touch points, and thus, many opportunities to ensure a consolidated “branded” message. However, it is important to understand that the notion of branding is not simply the logo, the product, or the service. It is much more than that; it also encompasses customer service, employees, brand-generated content and user-generated content, engagement via digital channels, and more. Simply having more touch points does not equate to increased influence (Kotler et al. 2017). Brands need to push to differentiate themselves in meaningful ways, connect with customers in ways that add value, and focus efforts on leveraging the power of digital connectivity to strengthen relationships. Marketers need to drive initiatives across an organization to ensure a brand delivers on its promises everywhere along the consumer journey.

Brand strategies help to establish a clear and distinctive identity for your products, services, and the organization overall (Romo et al. 2017). The importance of building your brand internally cannot be understated. When employees know the reason a brand exists, and the mission and vision behind strategic initiatives, they will find a higher sense of purpose. Internal branding impacts everyone from the frontline employee who deals directly with the consumer, to those working in nonconsumer-facing roles. This is especially important for service-oriented firms such as Southwest Airlines and specialty retailers like Nordstrom. The consistent external branding messages must also be consistent internally. Employees who “get it” will be imperative to all digital initiatives from user experience design, to content creation, to content curation, to those who engage via social on behalf of the brand, and all the way to the employee who may be interacting with consumers offline in a brick and mortar facility.

Branding is based on making human and emotional connections. Our consumer of today in this digital environment demands that connection and personal attention. In order for a brand to thrive, the brand must work to create an emotional connection with customers that cannot be easily replicated. Brands that are able to foster a sense of community and resonate with the consumer will be able to sustain disruptive and turbulent times. The importance of achieving that emotional connection cannot be understated. Marketers must strive to develop and uplift brands in order to secure emotional investment along with market share. Strong brands are critical financial assets that will contribute to sustainable growth over time.

It has never been more important for a brand to authentically communicate who they are, what they stand for, what they do, and how the consumer perceives them, than ever before. A brand is built through brand attitude, brand attachment, brand involvement, brand personality, customer delight, and brand experience (Brakus et al. 2009). The brand experience in the digital age should be one that helps create a connected and customer-obsessed experience. Brands that are able to distinguish themselves among consumers will have a leg up, and how they choose to do this impacts all points of strategic digital marketing. In a time where consumers have so many options for purchases, effective branding and brand building in a very strategic and integrated way will differentiate the winners from losers.

Customers, Target Audiences, and Buyer Personas

Customers today expect a certain level of authenticity and relevancy and have somewhat higher expectations. As marketers, we are charged with meeting their needs and expectations at the right time with the right offer, via the right channel. The idea of throwing out many approaches and seeing what “sticks” (like cooking pasta) is by no means effective or sustainable. Here is where the idea of a target market or target audience comes in to play. A target market, or more specifically, a target audience, describes a particular audience of consumers who will find your product or service the most relevant. The term target audience is generally more popular among business to consumer (B2C) companies than business to business (B2B). The identification of a target market or audience will allow you to tailor your strategy to fit the target. Targeting is a fundamental aspect of a brand strategy (Kotler et al. 2017). However, there are still companies who feel that everyone, or everyone who buys their product or service, is a target. This could not be further from the truth. This view is held by those who presume if you market to all, all will buy. Instead, ask yourself who is the end user, and who is not the end user.

Understanding consumers is fundamental to traditional marketing; it is also fundamental to digital marketing. A good marketer knows who their target customers are inside and out. As we look to the online or digital customer, this becomes even more important, given the geographic barriers are less confining and attitudes in online shopping differ than brick and mortar. Interestingly, a consumer may actually behave differently in the digital space as a consumer than they do in the traditional offline landscape. A solid understanding is absolutely paramount in order to craft an effective strategy regardless of the product, service, marketing channel you may utilize and more. The creation of profiles that identify the needs of the consumer allows for a much more strategic approach to marketing efforts. Also important in this work is the identification of problems your target audience may have that your company can solve. This work can then be translated to multiple channels with the digital landscape.

When planning a strategic approach to digital marketing, along with setting goals and exploring target audiences, consider: Who do we want to show our marketing messages to? What technologies do they use? Does it make more sense to send marketing messages out via Twitter? Or does it make more sense to utilize e-mail marketing? The identification of a target audience will impact nearly every facet of your strategy. It will impact the images you use, the content you share, the platform you choose to share it on, the keywords you utilize, and the tools you leverage throughout implementation. Through digital, marketers are able to increase their reach by exposing advertisements and/or content to a new audience, or reinforce brand messages with the use of a current and defined segment (Poulis et al. 2017). This highly defined target becomes easy to identify through effective use of data that comes from a variety of sources such as web history, social media postings, and user profiles.

Also important in this planning stage is the idea of buyer personas. Buyer personas are somewhat fictional character representations of your preferred user or buyer based on marketing research and what you know about your existing customer. Notice the difference between a buyer persona and a target audience. Your target audience may be a group of the population you wish to target your marketing messages to. However, a buyer persona offers significantly more detail; it allows you a more insightful look at motivations and goals. A buyer persona is used more often by the B2B segment and is considered a subset of an ideal customer profile. Identifying and defining the types of people who will be most receptive to your product or service (or solution to their problem) is the first step to an effective buyer persona.

The process of creating a buyer persona is much like target audience ident...