Businesses have been given more opportunities in the Digital Age than ever before when it comes to branding, yet there are many still who prefer traditional communication methods. Why would a digital-first approach to branding be right for you and how could you make such a transition?
Consumers Want Digital Communication
The most pressing reason for a digital-first approach is consumer demand. According to this research by Lithium Technologies, many consumers already prefer digital means of communication with brands:
"27% listed digital communication via a website, blog or social channel as their preferred method of communicating with brands. 60% consider not getting a response on social channels to be a bad experience."
There's no debate on having a social media presence, but keeping up with communications is vital to customer satisfaction. Taking this digital-first approach will allow for a much fluid, honest and innovative communication method that companies can take.
What That Means For Companies
With consumers expecting more interaction between themselves and a brand, companies are put in a position where there is no other option but to implement digital communications into daily practice. Using a mix of technical computer skills, daily social media monitoring skills, and traditional marketing practices; digital communications specialists are now helping increase sales and validating a brand's online presence.
Becoming the online face of an organization, those in charge of digital communications have a wide range of platforms to export their brand's voice. From various content creation methods like blogs, videos, podcasts, etc.; content creators have numerous options for getting their voice out there.
According to a piece by VideoBlocks, a survey of 3,000+ people from their subscriber base analyzed what digital media projects they're making. 60% responded with online videos, followed close by website design, digital advertising, and interactive presentations.
Implementing Your Brand on Social Media
Becoming dependable with your content is key when it comes to pumping out content and strengthening your brand identity. Without regularly publishing new content on social media, you weaken your brand and make your followers less interested in what you have to offer. Without overdoing it, create a content calendar and have a plan of action to release relevant, valuable video and written content to your followers.
Addressing complaints immediately on social media platforms like Facebook, Instagram, and Twitter. Don't make the unfortunate but common mistake of ignoring these complaints. Get back to followers immediately when they have an issue so you can keep satisfaction levels high and your brand strong.
Factors of a digital-first approach
So, what exactly does a digital-first approach to branding mean? If branding is the practice of making your brand identity known to your target audience, a digital-first approach just means using online media to get the job done.
Digital branding can be something as simple as using or owning a color or a good icon. Putting giant brand images on a 14 by 48-foot billboard has to look great on a pixelized mobile banner. Every millisecond and pixel could be the difference between a conversion and a bounce.
Bringing your brand together at every touch point in any format and in any size is something that your company must come together and establish. When you can rationalize any scenario where your brand can be implemented on any given platform, it's ready to go digital.
Find out more about your situation and see how you can transform your brand into a digital-first and innovative heavy-hitter by clicking here.