Online Brand Identity The ultimate guide to designing your (digital) branding strategy Joris Merks-Benjaminsen Head of Digital Transformation Follow me on: www.jorismerks.com www.onlinebrandidentity.org
The brand as the starting point of all decisions
The brand as the starting point of ALL decisions
What products support your brand mission?
Most brands are NOT future ready
Digital experts know how to use real-time data
But mainly do so at the end of the funnel
The Cheap offer now! mentality in digital advertising
Mismatch between upper & lower funnel activity
4D Brand Building Digital 1st targeting Digital 1st content & campaigns Digital 1st KPI s Digital 1st evaluation & Optimization
Digital 1st targeting: different people have different journeys
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
Example: Content strategy
Digital is a new creative canvas: KIA 3D Racer
Don t filter the good stuff out of your system!!! How to measure the ROI of great content? Cost/reach Content Strategy CPA
Attack fragmentation in your data and tools
An example of my consumer journey
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.
Integration of CRM and real-time data needed Purchase links to personal info including e-mail opening on smartphone Cookies link back to previous site visits on same computer, including previous purchase Store personnel offers to send receipt to e-mail address, which links this purchase to all previous ones
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.
Communication only becomes human if data is human
Organize a brand funnel of digital behaviors
Five entrance points for digital transformation
Senior leaders need to set moonshots
Rewarding the courageous penguins
Balance data, mind and heart Data Mind Heart optimize proven successes strategic future ready experiments creative use of the digital canvas
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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