Digital branding is a brand management technique that uses a combination of internet branding and digital marketing; online marketing to develop a brand over a range of digital venues, including internet-based relationships, device-based applications, or media content. It has emerged strongly over the last decade along with its roots from direct marketing.
As opposed to digital marketing, branding aims to create connections between consumers and the products or services being delivered so that brand recognition is established in the digital world. In short, the goal of digital branding is not necessarily driving the sales today, but to enhance the awareness, image, and style of the brand, in turn, driving long term customer loyalty.
Brand establishment involves four key points:
According to Mabbly CEO, Hank Ostholthoff, digital branding is facilitated by multiple channels. As an advertiser one's core objective is to find channels which result in maximum two-way communication and a better overall ROI for the brand. There are multiple online marketing channels available, namely: