Creative agencies need digital support to develop a brand

Get this straight, marketing team or agencies don’t make brands but your customers do. We live in a world driven by digital age and apparently breaking the traditional marketing norms it has changed the way brands are built; now brands are built by consumers in virtual world.

Digital media is a vast term in itself. It precisely contains a vast array of digital channels which includes social media, intergrated banner ads, mobile apps & wap, search, websites, viral videos and photographs. No other channel offers the level of potential for building your brand and customer-business interactivity that digital does.

Now let's talk about brand. What is a brand? A brand is the emotional and psychological connection a customer has with a business and its products and services. Marketers and agencies encourage a brand relationship to occur between customer and business, that's where the role of digital media comes into the picture; it gives the perfect environment for brand building.

Today, you have to join, guide and lead conversations that shape your brand perception, what digital has done is given control to consumers and it's the consumers who build your brand, also it influences the traditional marketing too. How? Let me explain: Digital except for serving your brand, is a gold mine of consumer driven data. DATA, this is where both traditional and digital media comes together.

Digital Media provides databank of information and data-driven profiles that help brands satisfy consumer’s intent. A brand is brought to life online through content, copy, tone, user experience, how it engages with its audience through social media, the nature of digital can leave a brand wide open and exposed to its audience. That's a smart way to change the perception and build your brand.

(These are purely personal views of Option Designs MD Japneet Singh and does not subscribe to these views.)

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