Digital Brand Strategy

  • Client:Telecom | 2012-2013
  • Categories:Marketing Attribution

A digital brand strategy is a subset of the overall brand strategy. The challenge often is how to measure and compare the return on brand investment for each digital channel and asset. This page describes an unique approach to this challenge.

The effectiveness of a digital brand strategy

This client’s digital brand strategy acted as a subset of the overall brand strategy for many years. However the effectiveness and efficiency of these channels had been hard to measure and compare with non-digital channels.

As many other companies, this client uses brand tracking research to measure the return on its brand investment. Most digital channels had a minimal impact on the outcome of these brand trackers. Although the investment in digital branding increased, the return on this investment didn’t.

Also, existing KPI’s in digital marketing -like CTR and CPA- are useful indicators within the lower part of the marketing funnel, like purchase intent. But these KPI’s aren’t useful to determine the contribution to brand/proposition awareness and preference.

However the shift in media consumption means brand marketers and digital media specialists have to better understand how branding at scale via digital channels can be achieved effectively.

This client approached me with this challenge in mind, and asked me to contribute to their internal pilot project.

Core question:
“How to measure and compare the return on brand investment for each digital channel and asset”

Results

Based on this pilot project this clients successfully implemented an ongoing optimization process to create one currency for branding activities via digital channels and assets. This was achieved by combining consistent brand research over multiple years with expert knowledge per channel.

Feel free to contact me if you like to learn more. Or click here if you like to see other projects, like one of my marketing attribution projects.

Available tool

Inspired by this pilot project Kernel.Works developed a tool called Advantiv. It enables companies to measure and compare the return on brand investment for each digital channel and asset.