Top 5 Digital Branding Trends

Like fashion trends, there are shifts in digital branding. So, are you still wearing that Hawaiian shirt?

The Internet’s look and feel were very different last year. Now you will notice more online platforms have a standard look. Whether it be responsive websites, bigger visuals, or highly specialized content, digital branding trends are changing. To excel, your business must meet and exceed the expectations of consumers.

Are you “fashion forward” with your digital branding? Find out if what you’re doing within the digital space made the list.

Top 5 Digital Branding Trends

Let’s start with number five:

5. Online Reputation


For brands, a social following is almost as important as a credit score. Customers, vendors, and partners may reference your online brand to determine the value and strength of your business. Unfortunately, a brand may suffer if its digital brand does not mirror its bricks-n-mortar or physical brand.

Throughout my time working within the entertainment industry, I gained a strong understanding of how executives viewed talent with social media influence. Particularly, influence is considered when green-lighting a project, choosing cast members, or signing an artist.

If you are a new brand, your online reputation will ultimately add more weight to your negotiation with partners, clients and customers. So, if you are looking to ramp up your digital branding efforts this year, start with your social media engagements and web presence.

 

4. Going Mobile – B.Y.O.D. (Bring Your Own Device)


Going mobile is certainly not new. Consumers continue to rely on their mobile devices to manage all aspects of their lives. However, brands are starting to incorporate mobile into their businesses–and they are winning!

Take Southwest Airlines for example. They now allow passengers to watch TV on their mobile devices for free. From a consumer’s standpoint, this is wonderful. As a business stakeholder, I thought this was ingenious!

Top-5-Digital-Branding-Trends-for-2015-Juntae-DeLane-SW

To compete with other airlines that have TV monitors installed on passenger seats, Southwest wanted to offer the same entertainment capabilities without investing millions to retrofit each aircraft. The airline simply leveraged what the majority of their passengers already had while traveling–their mobile devices.

 

This is a perfect case study of how a brand leverages emerging technology to meet consumer needs while simultaneously saving operational costs. Kudos to Southwest.

As the year goes on, ask yourself what can you do to incorporate mobile into your business model. With more and more businesses going mobile, consumers will naturally expect your brand to follow suit.

 

3. Social Shopping


Social shopping is fast approaching as Facebook and Twitter have initiated this functionality on their platforms. I included social shopping in this list because we all must begin developing strategies to leverage this functionality.

Top-5-Digital-Branding-Trends-Juntae-DeLane-Twitter-Social-Shopping

So, if you have never run a social ad campaign, it’s time to dip that toe in the water. Get practice in now so that when social shopping is adopted across all social platforms, you’ll have valuable experience under your belt.

 

2. Content Marketing Authenticity


Content marketing is a new craze sweeping the nation. Well, maybe not the nation but definitely the digital marketing industry.

Brands are creating content that informs and entertains customers with the intent to engage and eventually convert them. Although content resonates well with consumers, they still may question its authenticity.

Like Ron Burgundy’s telecast in Anchorman, being too polished does not properly reflect reality. For instance, after the classic line: “You stay classy San Diego” reality hits—hard! What makes this movie funny is the character’s antics performed off-camera. Now that’s “news” I would like to follow.

Top-5-Digital-Branding-Trends-Juntae-DeLane-you-stay-classy-san-diego

Moreover, similar to television commercials, consumers are starting to ignore branded content as it may appear too polished or unauthentic. Naturally, most brands are concerned with how their brand is perceived- ensuring that it reflects the principles and mission of the company.

Unfortunately, that doesn’t bode well with consumers and naturally decreases the value in branded content. As a result, brands are starting to develop more authentic content to showcase their products or services.

Remember, people like to do business with people they know and like. The best way to humanize your brand is to be transparent and showcase content that provides a real-world perspective that people can believe.

 

1. Big Data – Predictive Analytics


To top the list, we have predictive analytics with big data. This is single-handedly the most important trend for 2015 and most CMOs would agree. Marketers are starting to use predictive analytics to fuel their marketing decisions. Gone are the days when we as marketers would use our intuition and prior campaign performance to guide upcoming campaigns. Now CMOs are using big data as a crystal ball to predict what their customers want and need.

 

Top-5-Digital-Branding-Trends-Juntae-DeLane-KornFerry-CMOs-Increasing-Use-of-Analytics-Aug2014

In particular, social data provides real-time consumer sentiment that allows you to shift your marketing focus at a moment’s notice. Social media monitoring is a great way to gain deeper consumer insight. Regardless of your business size, there are several tools you can utilize to help analyze consumer behavior and sentiment.

 

Conclusion


A branding strategy is usually the last priority for many business owners and marketing practitioners I’ve come across. With limited resources, they may focus on optimizing the business operations as it naturally impacts their business goals.

Unfortunately, their digital branding efforts may have a similar effect. Their online reputation, the emerging technology incorporated in business practices, the authenticity of communication, and how well they know consumers will certainly affect their business.

Overall, It’s important to consider these digital branding trends when developing or revamping your marketing strategies.

How have these strategies helped your brand? Would you suggest another trend not included on this list?


  • Joe Turgeon

    Great points here Juntae! I agree with much of what you say here, but think one of the main points is that brands need to be authentic in their content and communications with customers, fans, etc. Customers already have a hard enough time trusting corporations and brands without being inundated with inauthentic, or topic content. Again, great points here Juntae, and I look forward to your next post.

    • Hi Joe. Thanks for reading and commenting! I look forward to your future engagement.

  • Joe Turgeon

    Great points here Juntae! I agree with much of what you say here, but think one of the main points is that brands need to be authentic in their content and communications with customers, fans, etc. Customers already have a hard enough time trusting corporations and brands without being inundated with inauthentic, or topic content. Again, great points here Juntae, and I look forward to your next post.

    • Hi Joe. Thanks for reading and commenting! I look forward to your future engagement.

  • I too agree with most of what you are saying Juntae! I am personally looking forward to the day that we have Social Shopping available. Thanks for putting together a great article!

    • Thanks for reading and commenting Matt. I look forward to your future engagement.

  • I too agree with most of what you are saying Juntae! I am personally looking forward to the day that we have Social Shopping available. Thanks for putting together a great article!

    • Thanks for reading and commenting Matt. I look forward to your future engagement.

  • Tamara Norris

    I agree with Joe. Content Authenticity comes from overlaying actual networking in social networking. it is about conversation and about helping others (like the BNI philosophy). In the world of online social, it’s not just about blasting out messages about your company, but engaging with your potential and current customers.

  • Tamara Norris

    I agree with Joe. Content Authenticity comes from overlaying actual networking in social networking. it is about conversation and about helping others (like the BNI philosophy). In the world of online social, it’s not just about blasting out messages about your company, but engaging with your potential and current customers.

  • Lisa

    Fantastic

  • Lisa

    Fantastic

  • Excellent article – highly recommended reading for social media managers!

    • Thanks Sherry! I appreciate your comment. Looking forward to future engagement with you.

  • Excellent article – highly recommended reading for social media managers!

    • Thanks Sherry! I appreciate your comment. Looking forward to future engagement with you.

  • Diego Borja

    Great post!

  • Diego Borja

    Great post!

  • John G

    As always, great post.

  • John G

    As always, great post.

  • Chad Franks

    So much great content. I look forward to reading more about social shopping.

    • Thanks for reading and commenting Chad. I look forward to your future engagement.

  • Chad Franks

    So much great content. I look forward to reading more about social shopping.

    • Thanks for reading and commenting Chad. I look forward to your future engagement.

  • Mario Pintar

    Juntae, great post. Well, from my point of view I see the responsive web site as the main point of digital branding. Everything else, including content marketing, blogging, social media presence and any other form of digital marketing are just “satellites” which help the main planet (web site) to stay alive, to be visible, to be recognized. Under the hood, I agree, we must have predictive analytics with big data covering all aspects of digital marketing. I look forward to your next posts. 🙂

    • Thanks Mario. Great point! A brand’s web site should be considered as the digital branding anchor. Depending on its current challenges, some of the “satellites” functions should be prioritized. For instance, prioritizing other digital branding initiatives after the web site is optimized. I look forward to your next comment 🙂

  • Mario Pintar

    Juntae, great post. Well, from my point of view I see the responsive web site as the main point of digital branding. Everything else, including content marketing, blogging, social media presence and any other form of digital marketing are just “satellites” which help the main planet (web site) to stay alive, to be visible, to be recognized. Under the hood, I agree, we must have predictive analytics with big data covering all aspects of digital marketing. I look forward to your next posts. 🙂

    • Thanks Mario. Great point! A brand’s web site should be considered as the digital branding anchor. Depending on its current challenges, some of the “satellites” functions should be prioritized. For instance, prioritizing other digital branding initiatives after the web site is optimized. I look forward to your next comment 🙂

  • Ivor Bihar

    Juntae, thank you for a great post. You can check out our Mediatoolkit (www.mediatoolkit.com) which can help you out wtih topics 1. and 5. (possibly even 2.) 🙂

  • Ivor Bihar

    Juntae, thank you for a great post. You can check out our Mediatoolkit (www.mediatoolkit.com) which can help you out wtih topics 1. and 5. (possibly even 2.) 🙂

  • True, changes come faster these days it is always best to keep an eye & ear open to what’s current and what’s being developed.

  • True, changes come faster these days it is always best to keep an eye & ear open to what’s current and what’s being developed.

  • Junaid Abbasi

    Juntae you have made just great work. keep it up

  • Junaid Abbasi

    Juntae you have made just great work. keep it up

  • Philippe TREBAUL

    The blog of Juntae is really one of my favorites on the Web. Each time we publish its article on Twitter, we register a great number of RT. It’s really a good indication about! The idea of quotes related to Business is huge too. TY Juntae 🙂 Philippe TREBAUL for @TOOLS_BOX @TOOLS_BOX_FR @TOOLS_EUR @TOOLS_BOX_DEV @TOOLS_ESP @TOOLS_IND @TOOLS_UK @TOOLS_BRA @P_TREBAUL and our Official account for our great Twitter tool Favor, to revisit your Twitter experience, which is @Socialfave

  • Philippe TREBAUL

    The blog of Juntae is really one of my favorites on the Web. Each time we publish its article on Twitter, we register a great number of RT. It’s really a good indication about! The idea of quotes related to Business is huge too. TY Juntae 🙂 Philippe TREBAUL for @TOOLS_BOX @TOOLS_BOX_FR @TOOLS_EUR @TOOLS_BOX_DEV @TOOLS_ESP @TOOLS_IND @TOOLS_UK @TOOLS_BRA @P_TREBAUL and our Official account for our great Twitter tool Favor, to revisit your Twitter experience, which is @Socialfave

  • Kyle T

    I love how compared social following to
    a credit score! Millennials have a much harder time taking brands seriously if
    they don’t have an online presence. If you’re trying to win over clients or
    customers, it’s only going to become more and more important for you to have a
    strong following online, specifically on social media. Thanks for this post!
    Great stuff here!

  • Kyle T

    I love how compared social following to
    a credit score! Millennials have a much harder time taking brands seriously if
    they don’t have an online presence. If you’re trying to win over clients or
    customers, it’s only going to become more and more important for you to have a
    strong following online, specifically on social media. Thanks for this post!
    Great stuff here!

  • Nawaz

    Great article Juntae. With keywords loosing relevance and other algorithm changes by Google it seems like Digital Branding/Social Branding is the new effective tool.

    I believe my article on why Social Branding comes into picture and tips to Growth Hack using Social Branding – will interest you.

    I would be honoured if you review the article at socialbrandguide.wordpress.com

    Request for your valued insights.

    Thanks,

    Nawaz

  • Nawaz

    Great article Juntae. With keywords loosing relevance and other algorithm changes by Google it seems like Digital Branding/Social Branding is the new effective tool.

    I believe my article on why Social Branding comes into picture and tips to Growth Hack using Social Branding – will interest you.

    I would be honoured if you review the article at socialbrandguide.wordpress.com

    Request for your valued insights.

    Thanks,

    Nawaz

  • Mike Lemaic

    So true Juntae and well put together.Well done and thank you very much for this post. There is a saying I like very much – “If we always do the things the way we’ve always done them, we are only gonna get what we always had”. Doing same things and expecting different results is definition of insanity. The only way brands and any other business come to that, small, medium or large, if they want to progress and prosper, need to learn to adopt and adapt to the latest trends, whether it be digital marketing, IT, and technology trends.

  • Mike Lemaic

    So true Juntae and well put together.Well done and thank you very much for this post. There is a saying I like very much – “If we always do the things the way we’ve always done them, we are only gonna get what we always had”. Doing same things and expecting different results is definition of insanity. The only way brands and any other business come to that, small, medium or large, if they want to progress and prosper, need to learn to adopt and adapt to the latest trends, whether it be digital marketing, IT, and technology trends.

  • Ms.Elise

    THANKS FOR THE INFO!

  • Ms.Elise

    THANKS FOR THE INFO!

  • Always, always great information, Juntae. Thanks for sharing!

  • Always, always great information, Juntae. Thanks for sharing!

  • Juliet

    These are so spot on– Authenticity, social commerce, native shopping apps, social listening, predictive and real-time data. I work at a visual marketing platform (Pixlee) that offers ecommerce/social selling solutions that reflect all of those trends and it’s great to see them re-affirmed by digital marketing experts!

  • Juliet

    These are so spot on– Authenticity, social commerce, native shopping apps, social listening, predictive and real-time data. I work at a visual marketing platform (Pixlee) that offers ecommerce/social selling solutions that reflect all of those trends and it’s great to see them re-affirmed by digital marketing experts!

  • I totally agree, particularly regarding your emphasis on content and the mobile aspects of marketing. But I’m curious, have you read about responsive web design (mobile-friendliness)? Here’s something I wrote about it…I’d be interested to hear your thoughts on it. http://bit.ly/1KQxLrN

  • I totally agree, particularly regarding your emphasis on content and the mobile aspects of marketing. But I’m curious, have you read about responsive web design (mobile-friendliness)? Here’s something I wrote about it…I’d be interested to hear your thoughts on it. http://bit.ly/1KQxLrN

  • Jochen Burkhard

    So important but yet underrated. That’s why your post is so important. Thank you. If only more businesses would follow this smart advices more accurately.

  • Jochen Burkhard

    So important but yet underrated. That’s why your post is so important. Thank you. If only more businesses would follow this smart advices more accurately.

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