Branding and Design Agency
The Audience is in Control: How Digital Strategies are Vastly Different From Any Other Beast
Marketers are clamoring for answers to what is being called a digital marketplace. Like the video game industry and the music industry, marketing has seemingly gone full digital. At least in the mainstream, digital is where the future is expected to be and that has had lasting ramifications on where it is right in this moment. Digital is king (well, content is king, but that’s a whole different story).
Yet, there is a different dynamic going on in the digital space. It seems that the overall strategy runs contrary to what marketing is usually about. In this sense, digital marketing is about the audience more than any other type of marketing. The audience is in control.
Typically, branding includes an eternal look at what the company is all about and what they can offer. Digital marketing turns this on its head slightly by asking, what do customers care about? Not only are branding experts concerned about what they care about, but they are concerned about how they care. Is it through social media? Is it through consumer reviews or blogs? Where are ads being targeted? These are the questions asked by Advertising Specialists. Branding experts are finding out that the answers to these questions are quite hard to determine because the audience is in control of where they go and how they are perceived. The answer may rest in a partnership. The branding is not one-sided. It is a team effort. In a digital marketing and branding space, there is the “right” way and the ‘wrong” way.
Wrong: The brand is an internal exploration of what the company is about. The company decides how they will convey the brand to the public and they create what is basically a full narrative right out the gate.
Right: the brand is a constantly evolving entity. The company can do what they can, but the majority of the branding involves responding to consumer perceptions and reacting to how the brand is perceived.
There is a lot of gray area between the right and the wrong way to brand a product. A Branding and Design Agency will explore these dynamics. Ultimately, digital branding is a different beast than from any in the past.