In today’s landscape, digital development and technology has indeed become a driving force in shaping how consumers interact with businesses.  This paradigm shift not only unlocks a multitude of opportunities but also presents a spectrum of challenges for both  start-up and big multinational corporations.

Moreover, on the other side, consumer behavior trends are also a significant force shaping the realm of digital marketing. Various factors, ranging from macroeconomic influences like the Covid-19 pandemic, which prompt individuals to adopt an e-commerce-focused lifestyle during lockdowns, to microeconomic trends such as the widespread use of social media, smartphones, apps, and other devices, collectively contribute to the evolving patterns in consumer behavior

    24% of consumers will increase long-term use of digital channels due to COVID-19

          73% of consumers expect brands to personalize their journey

According to Research form Kameleoon and Go Group Digital commissioned with 5,128 consumers, split between the United States, United Kingdom, France, Germany and Italy. Around 1,000 consumers were surveyed in each country at the beginning of May 2020.

Source: https://www.kameleoon.com/sites/default/files/kam/Global_Infographics_Consumer_Survey.pdf

Brands need to find the way in a continual process of adapting their brand assets to  seamlessly fit into the changing digital development and emerging consumer trends. This adaptation process is now referred to as managing Digital Brand Assets.

What do we mean by digital brand assets?

In the digital landscape, a pivotal distinction for brand communication is the effortless exposure to consumers on advertisements through digital platforms. This accessibility streamlines brands’ reach to customers, yet it also escalates competition among industry rivals. Consequently, the significance of your digital brand assets becomes apparent, as they play a crucial role in establishing brand awareness, building brand trust, attracting potential customers, and driving sales for your business.

So, what do digital brand assets involve?

Digital brand assets encompass a variety of digital components that play a role in shaping and representing a brand online. These assets are vital for establishing a strong online presence and cultivating a positive brand image. As a Brand manager, when you want to increase and build your strong  digital brand assets, you need to look at some elements:

• Customer behavior
• Digital Development and Technology
• Brand Asset

1. Customer Behavior

Understanding customer behavior in an online environment is foundational for crafting strategies that resonate with your audience. Key aspects include:

• Persona Development: Creating detailed customer personas based on demographics, preferences, and behaviors. These personas guide targeted marketing efforts and personalized interactions.
• Customer Journey Mapping: Visualizing and understanding the steps a customer takes from discovering your brand in digital to making a purchase. This helps optimize touch points for a seamless experience.
• Behavioral Analytics: Leveraging tools to analyze online behavior, such as the pages visited, time spent on the website, and interactions with content. This data aids in refining digital strategies.
• Competitive Analysis: The digital marketing activities of your competitors can influence your customers’ decisions. Analyzing these activities across digital platforms such as social media channels, websites, and email provides you with additional information for improvement. This analysis helps enhance your brand content, making it more appealing to attract customers effectively.

2. Digital Development and Technology:

Staying abreast of technological trends is crucial for optimizing your brand’s online presence. Consider the following:

• Website Optimization: Ensuring your website is user-friendly, responsive, and optimized for search engines. A well-designed and efficient website is a cornerstone of digital success.
• Mobile Responsiveness: Adapting digital content and platforms for mobile devices to cater to the growing number of users accessing information through smartphones and tablets.
• Emerging Technologies: Exploring and adopting emerging technologies such as augmented reality, artificial intelligence like Chat GPT, or virtual reality to enhance user experiences and stay innovative.

3. Brand Asset:

Effectively managing digital brand assets ensures consistency and strengthens brand identity. Consider these strategies:

• Content Strategy: Developing a cohesive content strategy that aligns with your brand’s values and resonates with your target audience. This includes blog posts, videos, and social media content.
• Visual Branding: Maintaining a consistent visual identity across platforms. This includes logo usage, color schemes, and design elements that contribute to brand recognition.
• Brand Guidelines: Creating and adhering to brand guidelines that detail how your brand should be presented online. Consistency in messaging and visuals enhances brand trust.
• Community Management: Actively managing and protecting your brand’s online reputation through addressing customer concerns, responding to feedback, and maintaining a positive public image.

For well-known brands, and even for some small businesses, it might not be practical to completely abandon traditional marketing channels in favor of digital ones. To achieve maximum effectiveness, a strategy of integrated online-to-offline marketing can be applied, enhancing the return on investment (ROI) in marketing efforts. Digital marketing also serves as a practical solution for those operating on tight budgets, providing an opportunity to rethink and reshape their brand’s reach to customers.

Digital vs Traditional Marketing

When considering consumer behavior, several factors contribute to the transformative impact of digital marketing. Unlike traditional broadcast methods, digital channels foster intricate networks of individuals, offering a more nuanced and interactive means of communication with customers.

Data Ownership

In the past, advertisers exerted control over TV audiences, but in the age of social media, there’s an opportunity for businesses to truly own their audience by nurturing followers and expanding reach through Digital Brand Assets. While technology offers ownership possibilities, there’s also the potential to leverage third-party platforms like Lazada, Shopee, or collaborations with Key Opinion Leaders (KOLs) to amass a substantial following. The crucial strategy involves redirecting this amassed traffic back to your domain and your social media, ensuring that you maintain ultimate ownership and control over your audience in the long run.

Broaden Your Market with cost-efficient investment.

Expanding your market through a digital marketing campaign opens up opportunities for cost-efficient investment in overseas markets. This is in contrast to traditional marketing, which usually confines itself to local or, at best, national campaigns. In the digital age, the possibility of evolving into an international business is within reach for nearly everyone. They can effectively build and manage a targeted overseas customer base from their homes. The abundance of available data facilitates precise segmentation, enabling businesses to identify audiences that generate a positive return on investment, regardless of their geographical location.

Effective Community Management

Digital development facilitates a heightened level of engagement and interaction with consumers, whether through social media comments, inboxes, email chains, or live chat conversations. However, this dynamic connectivity presents a challenge for brands in terms of community management. Nowadays, audiences expect immediate responses to their questions, feedback, or comments. Digital marketing allows brands to address and resolve customers’ problems in real-time, minimizing time wastage for the customers.

Challenges:  Crafting Tailored Creative Solutions, Building your Digital Brand Assets to Achieve Your Marketing Objectives

Making the best use of digital brand assets is crucial for today’s business landscape.  Tailoring creative digital brand assets to support marketing strategies is essential, requiring a deep understanding of each client’s unique needs and challenges.

At Ingrid, our commitment revolves around a deep understanding of our clients’ needs, ensuring we deliver comprehensive solutions in creative design, branding, digital marketing and integrated online to offline marketing.  With over 25 years of experience in brand development and marketing,  our esteemed clientele comprises multinational corporations such as Pfizer, Novartis Singapore, Bayer (our approved partner in Singapore), Merck, Santen, Boehringer Ingelheim, Standard Chartered, CapitaLand Malls, SingTel, SingPost, and various other enterprises.

Additionally, we have successfully executed marketing projects aimed at growth and regional expansion, reaching countries such as Vietnam and China. Our proven methodology involves effective communication with clients, ensuring their input shapes the final solutions, ultimately achieving their marketing and branding objectives seamlessly.

If you need our help  to assist in achieving your marketing goals, look no further! Our experienced Integrated Creative Digital Marketing team, both offline and online, is eager to help you attain the best possible results.