Digital Marketing and the importance of representation

Representation is an essential part of branding. It is the visual presence of a brand and the building block of its branding that people remember. A well-represented business gain recognition and standing with customers. It attracts attention and makes a great first impression when done right. This makes it an important factor in digital marketing. There are various ways a brand is represented, the logo being the most prominent one.

A logo can really anchor the availability of your products and services and make your business more memorable. A well-designed logo is an important part of a company’s overall marketing strategy, and here’s why!

Before we get into the details of the importance of the representation, let us understand the basic nuances of Digital Marketing in general-

Essentials of digital marketing

Do not worry, no one expects you to know how to code a website, how to properly run ads on social media and how to fully optimise your Google ads when you are just diving into the world of digital marketing.

There are some basic tools you can use to get started that will give your business a solid foundation for future digital marketing efforts.

Digital marketing is the art and science of using digital resources to drive engagement and sales for your brand. Here are some of the key strategies you will learn on your digital marketing journey:

• Creating a website
• Building an email marketing list
• Optimising your website content for search
• Running Google or Bing display ads
• Reaching new audiences on social media (Facebook, LinkedIn, Instagram, Pinterest, Snapchat and more)
• Location-based targeting to attract the attention of local audiences
• This list is far from exhaustive, but it will give you an idea of the breadth of possibilities you have when you start digital marketing for your brand.

It sounds like a trick question, but the answer is yes – and definitely not – at the same time. At its core, digital marketing is about connecting people with brands in a meaningful way. In theory, it should be quite simple. You create a website, add compelling content and maybe sell some products.

Your ideal customer finds your website, is wowed by your product images and descriptions, makes a purchase and becomes a lifelong customer.

Digital marketing is often a complex behind-the-scenes dance between marketers and tech gurus who create software and services that facilitate these connections and reduce friction along the customer journey.

While almost anyone can create a quick WordPress website and publish it with a little work, it takes a lot of time and finesse to optimise the content on the site, make sure the images catch the eye, the value proposition is compelling – and that you can attract visitors to your site.

All these activities together make up digital marketing.

Types of Digital Marketing

Purists may argue that there are many more types of digital marketing, but these four key components form the basis of any modern digital marketing strategy.

1. Content Marketing

Search engines LOVE Content. They want content that is engaging, relevant to the searcher, frequently updated and enriching. Content marketing involves researching keywords, writing articles, improving the description of products and services on your website and creating educational content that makes your audience engage more deeply with your brand.

2. SEO (search engine optimisation)

There are tactics for onsite and offsite search engine optimisation, and good digital marketers work with both sides of the equation. On-site SEO is about making sure your website is developed correctly and provides the right framework for search engines. Off-site SEO refers to any actions you take for your brand that take place outside of your main digital properties. To know more about SEO read here

3. SMM (Social Media Marketing)

There are two main forms of social media marketing: paid and organic. Paid social media marketing includes the ads we all know and love, but also paid options to bring new fans to your page or brand.

Organic social media marketing is a little more elusive, but that’s also why it’s more fun to implement. You achieve organic reach when your brand educates or informs your audience and provides value to readers so they use and share the content you create.

This can be in the form of a purchase on your website after seeing a post, or the reader posts information about your brand either privately or publicly on their social profiles.

4. SEM (Search Engine Marketing) (Search Engine Marketing)

Last but not least, search engine marketing is what many consider conventional digital marketing. The Google or Bing search engines have advertisements, so when a person is looking for an answer to a specific inquiry, your sponsored ad pops up at the top of the search engine results page (SERP).

5. Paid Ads

Sponsored advertisements are a great method to reach a larger audience and increase traffic to your website. You may advertise across many platforms for less money than traditional advertising by employing strategies like Google Ads, Facebook Ads, and other social media ad options.

Whatever ad type you select, you should employ captivating images or videos to grab viewers’ attention.

6. Email Marketing

Nowadays, email marketing is still very much alive and well, and it is still a very effective strategy for your digital marketing initiatives. The secret is to use your existing internet initiatives to produce more high-quality leads.

From there, send them personalised emails with high-quality material that appeals to their interests, desires, or requirements. This will encourage them to visit your website. Email lists are a marketing campaign’s most valuable asset. For better outcomes, make the most of them by tailoring your material to them. To read more on Digital marketing and use of CRM read here

Establishing a Brand-Identity

A well-designed logo is necessary if you want to build a strong business. A creatively designed logo can gain a loyal following through simplicity and memorability.

A logo alone is not enough to create a brand identity. A poorly thought-out logo can very easily destroy your company’s image. A carefully designed logo, on the other hand, can reach the buying public and communicate the value of your company’ or product’ to them.

A logo is a visual representation of the beliefs and values of a company or brand’. When designing a logo, you need to make sure that it represents your business in the right way. There are some basic points you should consider, such as:

How your logo will look on products. Brands or logos on the packaging are an important cue for consumer choice at retail.

From a psychological perspective, branding on packaging serves two important purposes that are critical to decision-making:

1) It draws consumers’ attention and directs them to specific brands.

2) It enables consumers to recognise and find familiar brands

Think about how it will appear in advertising and marketing. And be clear about the thoughts and emotions it will trigger when others see your logo. Certain colours, shapes, styles and words all trigger emotional responses and hence it’s vital to take them into consideration.

A reflection of the times

Many iconic brands have redesigned their logo because a top-selling company needs more information about globalisation. A logo redesign is also a reflection of the times, modernising an outdated design.

Representation Matters

There is ample evidence that consumers are far less in control and conscious of their choices than previously thought. Therefore, a perfect logo design can change a lot. In addition, researchers have measured both accuracy and response time, enabling them to measure consumer recognition with a high degree of sensitivity.

In addition, researchers typically use a variety of implicit response measures. For example, eye tracking and response latency (reaction time). These can also provide insight into what consumers actually believe or think and how they actually behave, as they measure unconscious physical reactions.

There are a number of ideas about what a logo actually is. Logos act as a visual mascot for the company’s identity. A well-designed logo can contribute to the success of your business. A poorly thought-out or designed logo can discredit your business and turn away potential customers.

Remember that your logo is like a signature. It proves that you are the rightful owner and protects you from counterfeiting and falsification.

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