Branding

 Last week, I went to Germany for our International Seminar. I learned how important the Brand is for Digital Marketing. I learned that there are three most important things that we should not ignore:

1. Your Brand Must be Consistent: Today's customers are more digitally experienced than the times when you saw a Cocacola advertisement on a sign while driving to work. You have more channels and are all connected with what the customer sees. The primary and consistent that they relate your business across the channels is your Brand which includes colors, logos, fonts, and slogans.

2. Understand Channels: Most of us like to spend where we THINK our customers are. If we don't measure the returns from each channel, we will be wasting money on the wrong channels. Determine if Adwords is better than Facebook for you, for example. If you are not getting metrics from the digital ad vendor, try to derive them by yourself. Also, measure consistent metrics across the channels.

3. Know your Customer: Do you understand who your customer is? Do you have a different persona? If so, did your Ad represent that persona? If you have a product that works for ages 10-35, create separate Ads for 10-19-year-olds, 20-27, and 27-35-year-olds showing how they reflect in that age group.