Untangling the Web wrap-up

The first event in our Marketing Technology Series, Untangling the Web, discussed the evolution of the digital brandscape and how it compliments businesses. So what is digital brandscape? It is the collection of digital imprints of your company, from social media platforms to websites to blogs to mobile and tablet apps.

In the past, the ‘industry standard’ was that a company website was the center of all online activity. The idea was to ‘push’ content out to customers.
The internet was less accessible, and wait times were inconvenient. Remember this sound?

With the phenomena of social media platforms and the evolution of technology, a digital presence is no longer optional for a business that wants measurable success.

It’s a shift from traditional one-way marketing like press releases, television ads, and billboards. Social media is about ‘pull’ and engagement. It is a vital tool to sales, marketing and public relations professionals, and an online campaign requires the same strategic ability to craft as an offline one. It is simply another standard way to reach your targeted audiences.

A successful marketing and communications strategy must embrace an online presence in order to stay competitive. Now, instead of a website being the center of a businesses virtual world, every digital imprint is centered around the brand, business objectives, and company vision.

Numbers don’t lie. According to comScore, about one million professionals join LinkedIn every 12 days. Facebook has over 900 million users, with 77% of consumers interacting with brands through posts. Twitter is growing at an average rate of 11 accounts per second, and within nine months, Pinterest went from under two million users (in May 2011) to over 100 million (in January, 2012) becoming the #3 social media platform in the world.

So how does a company build a great digital brandscape?
Here are a few things to consider:

Be mobile-friendly. By 2013, over 50% of all web searches will be made on a mobile device. Also, consider that nations that did not start with a telephony infrastructure are solely using mobile.

Know who you are targeting. There are statistics that show who is on what platform and research is the first step to every successful campaign.

Have a dedicated resource to manage your digital brandscape. While an online strategy may require less budget than an ad campaign, it still requires a professional to create and maintain.

Would you like to discuss more about how to make the most out of your businesses online presence? Let's connect!