What Is Digital Marketing Communication?

Brand identity

Before you know who your customers are, you need to know who you are. To create a successful business, it’s important to think of your company as a brand with a reputation to uphold.

Customers generally prefer buying from brands with whom they can identify and that have a clear voice. For example, when you think of platforms for making video calls with work colleagues, what comes to mind? We’re willing to bet it rhymes with ‘room.’

Zoom became so popular that it has now formed part of our vernacular in many situations. We’ve all used the brand name as a verb at one time or another. This is an example of a brand with such a strong identity that it’s become a household name.

Another would be Kleenex, whose name became synonymous with the product it produces, to the extent that some of us don’t even say the word ‘tissue’ anymore.

Getting to this point takes years and years of hard work and marketing, but a strong brand identity essentially means your product will sell itself, as word of mouth keeps it alive. Once you have a clear brand identity, you can strategize how to communicate with your customers to foster trust and ultimately encourage sales.

There are various ways to communicate digitally with your audience, such as:

• Social media
• Advertising 
• Emails 

Through each of these digital marketing communication channels, you can appeal to your customers’ emotions and interests in a way that reflects your brand identity.

If you’re behind a brand like Coca-Cola, then most of your messaging to your audience will align with the positive energy the company wants to exude. Their content, such as their famous Christmas TV adverts, is meant to build excitement in the audience and make them focus on positive emotions in the hope that they associate those with the next can of Coca-Cola they drink.