Online Brand Identity The ultimate guide to designing your (digital) branding strategy

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Malcolm Norton
10 years ago
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1 Online Brand Identity The ultimate guide to designing your (digital) branding strategy Joris Merks-Benjaminsen Head of Digital Transformation Follow me on:

Merks-Benjaminsen Head of Digital Transformation

3 The brand as the starting point of all decisions

4 The brand as the starting point of ALL decisions

5 What products support your brand mission?

6 Most brands are NOT future ready

7 Digital experts know how to use real-time data

8 But mainly do so at the end of the funnel

9 The Cheap offer now! mentality in digital advertising

10 Mismatch between upper & lower funnel activity

11 4D Brand Building Digital 1st targeting Digital 1st content & campaigns Digital 1st KPI s Digital 1st evaluation & Optimization

12 Digital 1st targeting: different people have different journeys

13 Example: Sequential storytelling 1 30 sec video emotional branding Yes Positive Remarketing OMNI HD WIRELESS SOUND Positive Remarketing 2 Positive Remarketing Yes ~1 min video what is Omni wireless audio? Positive Remarketing 3 Positive Remarketing ~1 min video How does the Omni app work? Display Performance Remarketing

Yes ~1 min video what is Omni wireless audio?

14 Example: Content strategy

15 Digital is a new creative canvas: KIA 3D Racer

16 Don t filter the good stuff out of your system!!! How to measure the ROI of great content? Cost/reach Content Strategy CPA

17 Attack fragmentation in your data and tools

18 An example of my consumer journey

19 This is what most databases would look like Joris Merks-Benjaminsen whom is a loyal customer opened the mail on his smartphone but did not visit the site and didn t buy anything. Someone visited the site on a laptop, looked at the new collection and used the store locator, but didn t buy anything. Someone visited the offline shop in the PC Hooftstraat in Amsterdam and bought a blazer.

Someone visited the site on a laptop, looked at the new collection and used the store locator,

20 Integration of CRM and real-time data needed Purchase links to personal info including opening on smartphone Cookies link back to previous site visits on same computer, including previous purchase Store personnel offers to send receipt to address, which links this purchase to all previous ones

visits on same computer, including previous purchase Store personnel offers

21 This is what a consumer centric database looks like Joris Merks-Benjaminsen whom is a loyal customer opened the mail on his smartphone, then visited the site two days later on his laptop, looked at the new collection, used the store locator and ended up buying a blazer in the PC Hooftstraat in Amsterdam two weeks later.

22 Communication only becomes human if data is human

23 Organize a brand funnel of digital behaviors

24 Five entrance points for digital transformation

25 Senior leaders need to set moonshots

26 Rewarding the courageous penguins

27 Balance data, mind and heart Data Mind Heart optimize proven successes strategic future ready experiments creative use of the digital canvas

28 Making 4D Brand Building Actionable Digital 1st Audience Targeting - Look beyond demographics and purchase signals - Target segments of different types of people on moments that matter across the full consumer journey Digital 1st Content & Campaigns - Move away from the single minded focus on one size fits all and buy now messaging - Inspire, educate, entertain and engage with people over time (always-on rather than burst) - Think like a publisher, not like an advertiser - Bring creatives together with those that understand tech Digital 1st KPI s - Create a digital brand funnel : a journey of engagement KPI s - Pragmatically assign value to engagement behaviors early in the customer journey Digital 1st Evaluation & Optimization - Manage all your content and campaigns in one system - Integrate real-time interactions with CRM data in one database => consumer journey data - Run attribution models to verify the financial value of engagement behaviors early in the customer journey

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THE ULTIMATE GUIDE TO DESIGNING YOUR (DIGITAL) BRANDING STRATEGY SAMPLE INSPIRATIONAL IDEAS FROM THE BEST BRANDS IN THE WORLD

THE ULTIMATE GUIDE TO DESIGNING YOUR (DIGITAL) BRANDING STRATEGY SAMPLE INSPIRATIONAL IDEAS FROM THE BEST BRANDS IN THE WORLD ONLINE BRAND IDENTITY THE ULTIMATE GUIDE TO DESIGNING YOUR (DIGITAL) BRANDING