The benefits of digital branding are the same as what any sort of advertising or promotion campaign can do for a company. The desired end result is a deeper relationship with the consumer who is now aware of the brand, what it stands for, the product range it has and the success it is associated with.
With a slow moving economy and a recession in the UK, digital branding is becoming ever more popular. Television and radio advertising have seen a downturn because comparably they are expensive to digital branding. The ability to create a website, design mini games, have pop-ups, use social networking sites all suggest that advertising digitally is certainly the way forward.
These adverts reach a broader target links audience and can be more integrated and thought provoking than the old ways of advertising. With the majority of the UK having online access, and using the internet on a daily basis, digital branding has become essential and if utilised can create blogging trends that will get the world talking, not just the UK markets.
With a potential of a worldwide audience it is well worth the time and effort to create a strong digital identity for a brand and it can be a longer running advertising campaign than what you would have envisaged 10 years ago with television broadcasts.
A common process used by many mail order companies is to develop an offering, then segment the database to the suited audience, email the segmented audience and finally provide the offering online to which the user can take advantage of. The email communication could be an awareness email or it could be a newsletter, which has many links to the site, enticing the user to upsell.