Brand, Digital Channels, and the Marketing Plan

A, brand, isn’t, just, a, logo., It’s, the, expectations, you, have, before, buying., These, include, quality,, price,, reliability,, and, what, using, it, says, about, you., Those, expectations, matter., They, lower, perceived, risk., When, perceived, risk, drops,, a, brand, can, charge, more, than, an, identical, unbranded, product.

Brand, equity, builds, up, slowly, through, consistent, delivery., But, it, can, be, destroyed, quickly, by, inconsistency., One, bad, experience, often, does, more, harm, than, a, good, ad, can, fix., That’s, why, a, brand, is, a, promise, you, must, keep, every, time.

Digital, marketing, includes, search,, social,, email,, content,, influencer,, and, paid, display., Its, key, feature, is, measurability., You, can, track, impressions,, clicks,, conversions,, and, cost, per, acquisition, instead, of, just, guessing., This, is, powerful,, but, it, leads, to, a, specific, problem., Measurable, things, get, optimized,, while, important, but, hard-to-measure, aspects, get, ignored., A, team, focused, on, clicks, will, get, cheap, clicks, from, people, who, never, buy., They, optimized, clicks,, not, purchases.

Some, useful, digital, metrics, are, conversion, rate, (the, share, of, visitors, who, take, action), customer, acquisition, cost, (total, spend, divided, by, new, customers),, and, customer, lifetime, value, (total, profit, expected, from, a, customer, throughout, the, relationship)., The, relationship, between, the, last, two, is, crucial:, if, acquisition, cost, exceeds, lifetime, value,, growth, makes, losses, larger., A, business, in, that, situation, doesn’t, grow, out, of, trouble;, it, dives, deeper.

A, marketing, plan, brings, everything, together., It, includes, the, objective,, target, segment,, positioning,, mix,, budget,, timeline,, and, measures, of, success., The, last, element, is, key., A, plan, without, a, measure, of, success, can’t, be, seen, as, failed.