Building Brands Online

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Building Brands Online
Effective brand management in digital media is more and more frequently related to brand managers’ skill of using data from multiple digital touchpoints. A marketing strategy based on an innovative concept or international benchmarks should give the floor to data consultancy.
It means that managing a brand online should be based on using the tools and marketing technologies available online in order to adapt the brand message to the current needs of the target groups and to particular touchpoints. Building data-based marketing strategies increases the efficiency of online communication and translates into marketing and sales results (KPI).

We help brands that are planning to enter digital media in the following areas:

  • market analysis, in order to determine the brand communication potential, identify key touchpoints and assess the competition;
  • target group analysis, indicating key consumer groups that the brand should communicate with and determining their position in the digital purchase journey;
  • analysis of online advertising communication of competitive brands;
  • KPI, success indicators, determining business efficiency criteria for the online communication activities.

We advise brands that are already involved in communicating in digital media in the following areas:

  • SWOT analysis of the brand according to consumers or brand ambassadors and critics, who publish their opinions in online media;
  • identifying context gaps, in order to indicate the topics that engage the target group and that have not yet been seized by the competition;
  • optimising communication, in order to determine the resources needed by the brand to achieve the business objectives;
  • KPI, success indicators, determining business efficiency criteria for the online communication activities.

Data driven strategies offer a combination of traditional research techniques used in the strategy-making process, including quantitative and qualitative research, with analysis of data from digital media, including data from search engines and social media discussions.