is digital marketing a brand equity booster?

1. Brand Building
is digital marketing a brand equity booster?
Yves-Alain Schwaar
Lausanne, 01.11.2011
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2. Ubiquitous buying process
From awareness to purchase; a multi-touchpoint buying process
• the client journey within the fb
information space is g
ubiquitous t
• The buying decision process www
is a cross media, multi-
touchpoint process
blog
• Consumers behavior
requires a consistent brand g
presence throughout all
chanels www
• Prosumers are expressing fb = facebook
g = google
themselves, a brand building
opportunity, but also a risk $$$ t = twitter
www = website
blog = opinion
fb t leaders'
blogs
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3. Media consumption switch
Brands audiences are online
 The media consumption has evolved over the last years, Internet being timely
the most used media
 The online media consumption is a mix of personal interactions, information
gathering, buying transactions, social encounters, the usage changing on the time
of the day, and the device used (smartphone, laptop, tablet)
personal zones public zones
you
fb e-mail BBC
tube
twitter e-mail Google Vogue
Time of the day onlne media consumption
(source: Microsoft Europe 2011 - n=7000)
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4. Owned, earned, paid media
Generate brand awareness, image and preference
the value of owned media grows gradually over time and is the starting point of earned
media. If properly nurtured, the value of earned media tends to grow faster than owned
thanks to the poser of the social graph. Paid media can be used to spike the growth of
earned & owned media - it offers an instant and targeted pay-off. It will also increase the
growth rate of earned media over time
•IAB media
paid •sponsored content
media •content & social ads
•blog mentions
•social sharing
•influencer activation
earned
media
•brand.com
impact 
•facebook page
owned •microsites
media
source: halogen media
time 
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5. Paid Media
Create brand awareness, define brand identity
Premium brands have reached their target audience and built brand awareness through a presence in
premium publishers' products. Advertising on these supports supports brand's image development
through image transfer from the premium support to the brand.
With the switch of media usage, and the multimedia abilities of digital advertising, brand awareness can be
built as well as a unique brand experience. Through these means, a brand image can be rapidly
created, transposing the image transfer mechanics from offline to online.
Paid media will be the base investment necessary to generate visits on the owned media, and ignitiate the
dialogue on earned media
classical brand experience rich
building platform brand building
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6. Earned Media
social media platforms can make or break your brand
Facebook:
More than 800 million active users
More than 50% of our active users log on to Facebook in any given
day
Average user has 130 friends
Twitter:
more than 100M active users per month,
50% log on every day, 55% on mobile
1Billion Tweets every 5 days
Youtube:
more than 800M monthly visits
Blogging platforms:
more than 470M visits per month (blogger and wordpress)
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7. Earned Media
Social media platforms can make or break your brand
Most of the content created on social media platforms is shared within and
between social circles, exposing any content created to a potentially massive
audience
Opportunities lie with the brand's ability to leverage on its social media audience,
initiate a dialogue with opinion leaders, and therefore facilitate the spreading of
the brand's message.
Monitoring the social media's brand perception is paramount to any brand. It
gives the brand a realtime feedback and the opportunity to participate in dialogues
around the brand, being positive or negative.
By not being proactive about its presence on social media, a brand leaves full
control of the dialogue over its brand perception to third parties, putting its brand
equity at risk.
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8. Owned media, the flagship store
A brand's own online presence remains a necessity
Although the volume of visits on brands owned online presence has reduced over the last
years with the surge of social media, it is still essential to the consistency of a brand's online
presence, but also as a platform of interaction and commerce with its own clientele. An own
online presence has to remain the "online flagship store" for the brand.
By giving up investments on its own online presence, a brand is taking the risk of being
totally dependant from third party platforms, putting its brand equity at risk.
A brand's online strategy shall leverage on the platform where it can reach its audience, but
also aim at building a long term relationship with its clientele, by securing an own online
customer relationship platform, not giving completely control to social media platforms
owners.
Brand's online ecosystem
twitter
fb
brand
www you
blog tube
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9. Online brand building
A case study
Burberry, has understood and integrated the potential of Digital Marketing for brand building
and positioning. By switching an essential part of its marketing budget to online activities,
Burberry's digital presence has essentially contributed to the company turnaround and
brand attractivity. What started with an own social media platform artofthetrench.com has
become the luxury industry best practice and success story.
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10. Digital Marketing - a brand equity booster
Will you be next?
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