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Digital Marketing as a Tool For Brand Awareness

Brand awareness is a key objective of modern digital marketing. It refers to the extent to which customers and the general public are familiar with and recognize a particular brand. Enhancing brand awareness is crucial in digital marketing because it impacts brand perception and consumer decision-making. According to a 2015 essay, “Impact of Brand on Consumer Behavior,” brand awareness is considered to be a fundamental dimension of brand equity. It is often seen as a prerequisite for consumers’ buying decision, as it represents the main factor for including a brand in the consideration set. Brand awareness can also influence consumers’ perceived risk assessment and their confidence in the purchase decision, due to familiarity with the brand and its characteristics.

Recent trends show that businesses and digital marketers are prioritizing brand awareness more than ever. A 2019 Content Marketing Institute study found that 81% of digital marketers have worked on enhancing brand recognition over the past year. Another survey by the same institute revealed that 89% of B2B marketers now believe improving brand awareness to be more important than efforts directed at increasing sales.

Increasing brand awareness is a focus of digital marketing strategy for a number of reasons:

  • The growth of online shopping: A survey by Statista projects 230.5 million people in the United States will use the internet to shop, compare, and buy products by 2021. Research from business software firm Salesforce found 87% of people began searches for products and brands on digital channels in 2018.
  • The role of digital interaction in customer behavior: It’s estimated that 70% of all retail purchases made in the U.S. are influenced to some degree by an interaction with a brand online.
  • The growing influence and role of brand awareness in online consumer decision-making: 82% of online shoppers searching for services give preference to brands they know of.
  • The use, convenience, and influence of social media: A recent report by Hootsuite estimated there were more than 3.4 billion active users on social media platforms, a 9% increase from 2018. A 2019 survey by The Manifest states that 74% of social media users follow brands on social sites, and 96% of people who follow businesses also engage with those brands on social platforms. According to Deloitte, one in three U.S. consumers are influenced by social media when buying a product, while 47% of millennials factor their interaction with a brand on social when making a purchase.

Digital marketing strategies use various online channels and techniques to increase brand awareness among consumers which include:

Search engine optimization
Search Engine Optimization (SEO) techniques can be used to improve the visibility of business websites and brand-related content for industry-related search queries. The significance of SEO in increasing brand awareness is linked to the rising impact of search results and features like featured snippets, knowledge panels, and local SEO on customer behavior.

Search engine marketing
Search Engine Marketing (SEM), also known as Pay-Per-Click (PPC) advertising, is a marketing practice that involves purchasing ad space in prominent and visible positions at the top of search engine results pages and websites. Research has shown that search ads have a positive impact on brand recognition, awareness, and conversions. In fact, 33% of searchers who click on paid ads do so because the ads respond directly to their specific search query.

Social media marketing
Social media marketing involves interacting with consumers on social media platforms, emphasizing content and interaction skills to promote products and services. To be effective, the marketing process needs to be monitored, analyzed, summarized, and managed in real-time, with adjustments made based on feedback from the market and consumers. Increasing brand awareness is the top marketing goal for 70% of marketers on social media, with Facebook, Instagram, Twitter, and YouTube being the most commonly used platforms. LinkedIn has also become popular among business leaders due to its professional networking capabilities, making it a valuable addition to the social media marketing landscape.

Content marketing
56% of marketers believe that personalizing content such as brand-centered blogs, articles, social media updates, videos, and landing pages can improve brand recall and engagement.

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