Building Brands with Digital

BUILDING BRANDS WITH DIGITAL

Jon Bezalel Digital Strategist

Today

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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

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