Of digital Branding and the new trends of brands

The changing world in which we live has caused a radical change in communications not only from a social point of view, but also between companies and their customers. So much so, that the way of doing business has incorporated digitization and a presence on social networks.The paradigm shift from business to client (B2C) to business and client (B&C), as well as from business to business (B2B) to business and business (B&B) is just one indication of how the way we communicate and the new business models and professional profiles that emerge every day. The Internet plays a fundamental role in globalization, as it shortens distances and allows us to establish international relations through a more democratic conversation than in the past and offers us multiple options that have not yet been fully explored. Branding in particular and companies in general must adapt to digitization if they want to remain relevant to their customers.Today we live in a global world, connected and immersed in the digital environment that we cannot ignore, but if we also make the most of it, it can mean a competitive and sustainable future for our companies. Many predict that a solution to the exit from the crisis on the part of our companies passes, to a certain extent, through information and communication technologies (ICT), since they are the ones that can guarantee sustainable economic growth, since they reduce operating costs and encourage internationalization. Likewise, the recognition of innovation and technology on a global scale today is undeniable. Companies such as Google, Amazon, Facebook, among others, are a sign of success and prosperity, and Silicon Valley and the US, as the place of origin of these brands, has managed to position itself as a leader in technological advances. Google and Amazon, for example, have grown 26% and 46%, respectively, according to Interbrand’s latest global ranking of the best valued brands. The emergence of new technologies has transformed all sectors and influences the perception of the country abroad. The fact that a country has companies with a large technological presence affects its foreign image as an innovative country, with a future projection due to its commitment to new technologies. In Spain we have the case of Tuenti, as an example of a successful technology company, but in general, we have to “put the batteries” in this aspect and aspire to leadership in terms of innovation and technology, since our reputation as a country depends to a great extent of it. Zara, with its international thai mobile number format sales strategy, increasingly in more countries, It is also a benchmark in terms of a Spanish company with a large digital presence. The most relevant countries in the coming years on an international scale will be those whose companies are most present in the digital environment.


Internet and social Thailand Phone Number List The Internet has also changed the focus of its activity. Before, the internet was focused on the products it sold, while today we find that social networks are a space created by and for the user. Users are gaining more and more strength and importance and companies less, when it comes to positioning brands, since consumers value more the opinion of someone who has already bought or used that brand, more than what the company says about it. herself. Therefore, all the feedback provided by users is relegated to the foreground. The very social nature of people and their need to converse is also reflected in social networks. The social mediaIn this sense, it is a good channel to receive information from our users, if it is managed properly. Companies, through their digitization, face the challenge of having to create and manage brands that respond to customer needs quickly, with transparency and sincerity, to avoid their relationship being undermined.Most companies, aware of the reality demanded by customers, already have an online presence, but there are few that have a strategy behind that consolidates them or a defined crisis plan, in case an event arises that could harm your image online. Being present on social networks, but not following any previously defined strategy is surely worse than not having a Facebook, Twitter, Linkedin, Pinterest or Foursquare profile, among others, since the negative impact of having neglected and outdated profiles and not Responding to customer comments or ignoring the disparaging comments that they may make because they are dissatisfied with our product or service can sometimes lead to a bad reputation, sometimes irretrievable. Reality shows that the feedback that users give on social networks about a brand is becoming the most important input in a customer’s purchase decision. Word of mouth, through social networks and the internet, is more effective than any promotional tool we use, due to the trust that the opinion of a customer who has already used the service or product first awakens.

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The lack of definition of a clear online brand strategy by certain companies can sometimes cause them to see digital platforms as a merely promotional tool and not as an opportunity to improve the brand experience and create value for the consumer. Digital experiences often focus on discounts and vouchers, which can devalue brand image, rather than create your ideal shopping environment. The digital environment should be understood as the fundamental element in all brand building activities and should serve to build reinforcement in the Premium points of the brand, not only as a tool to communicate discounts.Another challenge that companies face is the definition of the new professional profiles that have emerged in companies and whose functions must be specified, if we want to get the most out of the digitization of our company. It is not yet known whether it is better to outsource to expert companies in digital issues or whether it is better to train internal staff or hire in-house professionals to perform these functions, but that decision must be made to take on the challenges that are to come.Brand digitizationThe digital environment has created new ways of relating to consumers, fostering greater access to information and participation, as mentioned above. The transmission of information and the dissemination of new messages, content and values, as created by the user, also influences our brands.Today there is no longer a monologue imposed by the company, but a dialogue is created, a democratic conversation, where impressions are exchanged between the consumer and the company, and where the customer shows satisfaction with the product purchased or, by on the contrary, he publicly expresses great rejection of the service he has received. All this has repercussions on the brand, which will have a better or worse image to the extent that its users value it. The digital content branded in this regard is booming, to the extent that brands seek sponsorships or creative content creation each time more original and attractive for the user to be given to know your brand. The important thing, however, is the return on investment that the brand obtains from it and that thebranded content works.

Likewise, the need to receive information imminently and to be always updated, the proliferation of new channels for this (mobile phones, tablets, etc.) and the very social nature of people has made social networks one of the means of communication. most important today and this has to be reflected in our brands. More and more we are committed to the creation of a strategy integrated by online and offline content, as it is what will allow us to create a complete positive experience for our audiences. Nowadays, a business strategy is not conceived without there being some component of digital strategy in it (appropriate to the area and market where it operates and its needs), since brands today are increasingly controlled and shaped by consumers.Successful digital branding casesSome companies are doing very well and Burberry(in position 82 in the ranking of the 100 best global brands of Interbrand) is a clear example of a company that is sure that the future is in social networks and that the brand experience that its consumer lives must be social and digital. Burberry CEO Angela Ahrendts and her Chief Creative Officer, Christopher Bailey, were convinced that their brand, created in 1856, had to be launched in the digital environment, otherwise its future would be limited and uncertain whether they did not advance. Their vision was, in the words of Angela Ahrendts herself, “to be the first completely digital company” and for this they had to provide their customers with facilities so that regardless of the channel, device, place from where they came into contact with the brand, they would perceive its culture and values ​​in the same way, through a consistent message of what Burberry is and represents. With this new digital strategy, what Burberry has achieved has been to homogenize its messages and position itself as one of the leading brands in social audience value on Facebook. The video of Angela Ahrendts’ interview explaining Burberry’s new mission can be seen on YouTube.Another successful case of digital branding is that of Zara(in position 37 in the ranking of the 100 best global brands of Interbrand), whose most solid growth option is being the internet due to its great commitment to online sales in more and more countries. The Inditex group began its digital journey with Zara Home in 2007, and began its online strategy generally for Zara in 2010 in 16 European countries. Today Zara also has a presence in Japan, the United States and China (in the latter since September) and in spring-summer 2013 Zara will launch online sales also in Canada. One of Zara’s successes has been to detect the need to facilitate the access of its products to customers who did not have access to physical stores or simply, for convenience, wanted to receive the garments at their homes internationally. The expansion of Zara,

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New trends in brandsThe trend of brands, without a doubt, is directed towards their personalization and humanization. Customers want brands to respond to their needs and preferences and for this the company must first know what the customer wants. Businesses should listen to business customers, employees, and investors to gain insight into their company, gather feedback from their views, and use them to innovate and learn from the wisdom of key audiences. Customers know what they want and aspire for the brands they buy and consume to be responsible, inspire and motivate them and make them feel calm about consuming that specific brand, associating and connecting with it and not with any other in its segment.Brands must inevitably awaken emotion, humanity, be committed to the customer and their needs and be active in listening. It is not only about advertising our brand on the Internet, but about really creating an experience with the online consumer, since social networks allow to modify their perceptions of the brand in a more effective way, offering the customer more alternatives for online shopping, creating greater loyalty on your part and also add Premium value to our product or service. It is essential that dealing with the client at all points of contact is positive, since the good experience that the client gets will have a beneficial effect on the image of the brand. The online experience has become one of the customer’s points of contact with a company,The form of communication in social networks is not the same as that followed in traditional media. To define a good online strategy that has an impact on our brand, we need to look at communication differently and be aware that social networks only support storytelling., a conversation and a story that flow in the natural and innate way in which we communicate and share it, different from traditional communication. In social networks, exchange and dialogue are invited, while in traditional communication there is no exchange, but rather a one-way presentation of information. The performance of companies in Social Media must be oriented to satisfy the needs of their customers and listen to them. There are companies that to invite their customers to access their social networks or their website, they send messages through other channels to customers so that they go through them, so that they go through all their means.

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When defining an online communication strategy that applies to our brands, as in any business strategy, we need, on the one hand, to define the strategic elements that make it up:Target audience : what is it like, where is it, what needs it has and what it expects from the brand,the goal, the objectives, the deadlines that we set ourselves,the resources we have, andthe magnitude (national, international or both) of our project and the results we want to achieve.Creation of loyalty and loyalty of our clientsIt is also essential, in the digital dealings with the client and in the creation of the digital presence of a brand, that after the purchase or the provision of the service a relationship with the consumer is maintained. Reality shows that the customer, increasingly knowledgeable about social networks individually, as a purely social tool and also as a consumer, is increasingly demanding and requires that what is offered in the digital environment is just as satisfactory, if not more, than in the traditional means of purchase. It should also be our dealings with them on social media It must be innovative and attractive, as well as it must promote interactivity, since your loyalty and loyalty will be marked to a certain extent by being satisfied with the service that has been offered in the digital environment.Proper management of conversations on social networks can facilitate this task, since it will allow us to create a sustainable brand that will have an impact on a positive relationship with the client. The lifetime value of a customer depends as much on the continued maintenance of a consumer’s opinion and experience, as well as on continuing to create strategies for the customer to buy again or post-purchase treatment or service contracting.To improve our online customer loyalty we must evaluate several aspects:How can digital strategy help us create future loyalty to our brand?How can we use the digital environment to create a fulfilling consumer experience?
Although it may seem obvious, the purchase or provision of a service does not guarantee that the customer will be loyal to our brand. Customers value whether the brand “is for them” or “it is not” and whether they will repeat the purchase or service experience, depending on whether it has been satisfactory for them. Our correct customer service will depend on whether the customer repeats their experience with us. Many times recovering a dissatisfied customer will depend on us talking to him again in time, through social networks. In the past, through traditional means it was not so easy to talk to a dissatisfied customer again or we were unaware of his dissatisfaction, so we ended up losing him. The digital environment is highly competitive,Social networks and the Internet offer the fundamental advantage that they bring us closer to the user, through interactivity with him and let us know first-hand what they prefer and need. The digital environment, in that sense, reports a win-win situation, both to users and to brands, insofar as it allows us to know first-hand what information customers want and what we can offer them from companies. This also affects dealing with the client, as it will allow us to define the points of contact with the client in the way that best suits their needs, adapting to their preferences and, ultimately, benefiting the image of the brands if a consistent digital brand strategy is defined and developed. Digitization is here to stay and adapting is a matter of time.

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