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Building Brands with Digital
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BUILDING BRANDS WITH DIGITAL
Jon Bezalel Digital Strategist
Today
#1
#2 #3 #4
Digital media has, without doubt, changed how we view and make sense of the world.
Digital has given us an almost perfect knowledge
Digital has given us an almost perfect knowledge
Digital has also lowered the barriers to entry
Surely then, brands matter less , not more?
Yes, digital channels like Search have fundamentally changed how we reach consumers at their point of need...
BUT EVERYONE’S COTTONED ON
Implication?
Having a strong, recognisable brand is the only way to defend your territory
Conventional wisdom: Digital channels can only harvest existing demand
Rock stars of the marketing world? All we (Search marketers) have done is conveniently place ourselves at the bottom of the purchase cycle! “ ”
Digital
DR
Even Google’s narrative is changing
4%
96%
of all web traffic in 2022 will be video 82%
By 2023, digital video spend = search spend in 2018
SO HOW DO WE STRIKE THE RIGHT BALANCE?
Activation and brand building
Activation and brand building
.
The research acknowledges that most digital channels play in the short-term activation space.
The research acknowledges that most digital channels play in the short-term activation space
(except one)
VIDEO =
Video is on par with brand channels like PR, OOH, TV
And delivers the second largest long-term multiplier
Video is even more potent when combined with TV
In fact, digital video offers a whole host of benefits that TV can’t lay claim to...
Extends the mass reach of TV to ‘light TV viewers’ as well as hard-to-reach audiences like millennials
Extends the mass reach of TV to ‘light TV viewers’ as well as hard-to-reach audiences like millennials Has a lower commercial entry point than TV
Extends the mass reach of TV to ‘light TV viewers’ as well as hard-to-reach audiences like millennials Has a lower commercial entry point than TV Greater accuracy (and less wastage) than TV
Extends the mass reach of TV to ‘light TV viewers’ as well as hard-to-reach audiences like millennials Has a lower commercial entry point than TV Greater accuracy (and less wastage) than TV Can build reach whilst controlling frequency
Extends the mass reach of TV to ‘light TV viewers’ as well as hard-to-reach audiences like millennials Has a lower commercial entry point than TV Greater accuracy (and less wastage) than TV Can build reach whilst controlling frequency Personalised and sequential messaging
Extends the mass reach of TV to ‘light TV viewers’ as well as hard-to-reach audiences like millennials Has a lower commercial entry point than TV Greater accuracy (and less wastage) than TV Can build reach whilst controlling frequency
Personalised and sequential messaging Ability to test and learn mid-campaign
Extends the mass reach of TV to ‘light TV viewers’ as well as hard-to-reach audiences like millennials Has a lower commercial entry point than TV Greater accuracy (and less wastage) than TV Can build reach whilst controlling frequency
Personalised and sequential messaging Ability to test and learn mid-campaign Perfect test-bed for future activity
WHAT DOES ‘GOOD’ LOOK LIKE?
?
‘The Man Your Man Could Smell Like’
‘Un-mute. Ask Him’
‘Free Shipping’
TAKEAWAYS
Takeaways