DIGITAL

MARKETIN
G PART 2
Febriani Putri Pratiwi
A022191039
 Main Topic

1. Content Strategy

2. Characteristic of Digital Media Communication

3. Online Branding

4. Brand Identity

5. The Importance of Brand Online

 01
Content Stategy
 The management of text, rich media, audio and video
content aimed at engaging customers and prospects to
meet business goals published through print and digital
media including web and mobile platforms which is
repurposed and syndicated to different forms of web
presence such as publisher sites, blogs, social media and
comparison sites.
 To help deliver a compelling OVP requires a change of mindset for many
companies. They need to think more like a publisher and so invest in quality
content that is superior to that of their competitors. This requires:

Quality writers to create An editorial calender

quality content who may
Quality, compelling and appropriate
be internal staff to
content process to schedule
external freelance
writers and deliver the content

Investment in software Investment in software Careful tracking or

a tools to facilitate the tools to facilitate the which content engages
process process and which does not
 02
Characteristic of Digital
Media Communication
Characteristic of Digital Media Communication

1 Interactivity Integration 4

2 Intelligence Industry Restructing 5

3 Individualisation Independence of location 6

 03
Online Branding
 Erdem et al. (2002) noted, in their study into the impact of brand credibility on
consumer price sensitivity, that a credible brand signal helps to generate
customer value by: (i) reducing perceived risk, (ii) reducing information search
costs, and (iii) creating a favourable, trustworthy perception of the organisation.
This shows the importance of online branding since websites must give the
impression of trust and deliver a favourable experience to encourage first-time
and repeat sales.
 Online Branding
As Dayal et al. (2000) say, ‘on the world wide web, the brand is the experience and the experience is the brand’. They suggest that
to build successful online brands, organisations should consider how their proposition can build on these possible brand promises:

2. 4.

The Promise of The Promise of

Achievement Self

1. 3. 5.

The Promise of The Promise of The Promise of

Convenience Fun and Adventure Belloging
 04
Brand Idetity
Brand identity is the totality of brand associations including name and symbols that must be
communicated.

Ries and Ries (2000) suggest two rules for naming brands:
(a) The Law of the Common Name distinctive
(b) The Law of the Proper Name

The authors suggest that the best names will follow most of these eight principles:
(1) Short,
(2) Simple,
(3) Suggestive of the category,
(4) Unique,
(5) Alliterative,
(6) Speakable,
(7) Shocking and
(8) Personalise
 05
The Importance of Brand
Online
 The internwt present a ‘double-edged word’to existing brands. A consumer who already has
knowledge of a brand is more likely to trust it, but loyalty can be decreased the internet encourages
consumers to trial other brands.
Key aspects of creating of positive customer experience are :

Quality of response to
Content Quality email enquiries and
fulfioment quality

Adequate performance
of website infrastructure Acknolegement of
in terms of availability costumer privacy
and download soeed

Reflecting and
Ease of contacting a supporting the
company for support characteristics of the
offline brand
Thank You