My take on the integration of the different roles for digital and conventional branding for building brands in today's world

1. How Brand Marketing has
changed in the Digital World
Targeting
Conventional Branding:
Mass Consumers: One-to-Many
Digital Branding:
Prosumers: One-to-One
Key Metrics
Conventional Branding:
Limited Market Research
Digital Branding:
Real-time Customer Analytics
Conceptualized by
Anand Narasimha
Professor-Marketing & Strategy | anandmymail@gmail.com
Purchase mode
Conventional Branding:
Retail Stores
Digital Branding:
Online Shopping
Task
Conventional Branding:
Conveying Brand Proposition
Digital Branding:
Activating Brand
Conversations
Key Outcome
Conventional Branding:
Awareness & Image Creation
Digital Branding:
Search Generation & Content
Engagement
Focus
Conventional Branding:
Creating Brand Differentiation
Digital Branding:
Creating Brand Relevance
Messaging
Conventional Branding: One-way Message through
Advertising & PR in Mass Media
Digital Branding: Interactive Content through Paid,
Owned & Earned Platforms
DIGITAL
INTEGRATION
'Conventional Branding' and
'Digital Branding' play
different roles in Brand
Marketing and both need to
be integrated seamlessly to
build brands in
today's world