The digital world has come a long way since the early days the World Wide Web. It has been barely 20 years since the web’s inception, but it could be the most influential change for human beings after the industrial revolution in the 18th century. We are fortunate to be part of it and to witness and experience the change in life gradually. Innovative services, new applications and content appear unexpectedly all the time and those that fit our needs change people’s behavior slowly. The best examples are MSN Messenger, Google and Facebook.
The digital world we are in now is more fragmented and a complicated environment than the physical world. The method of building up brand and marketing is different from what marketers do in real world. Moreover, there’s no proven or complete way to develop the brand and get real-time understanding of its digital assets.
The methodology is not perfect, but the core concept in evaluating digital development is consistent from the past to the present. The aim of digital marketing development is to build up brand visibility and asset in the digital world. So called “owned media” means owned official website, Facebook fan page, Twitter account, etc, where content and service is 100%
controlled by the brand for now. But when the channels to communicate with consumers become more diversified, the only controllable owned media would be business generated content and service, and user generated content, service or word of mouth will be “earned media”. In the end, “bought media” will be responsible for supporting business generated content and service to make initial noise in the market. But successful arrangement for bought media might not necessarily guarantee success. The key successful factor is whether the
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content or service created by the brand could strike a chord with consumer needs.
The methodology allows the brand to identify with where it is and where it should go in line with the trend. Meanwhile, understanding the brand’s target audience’s preference can help the brand to propose the proper content and service to the brand admirers and potential customers.
6.2. Strength and Weakness
The strengths:
1. Aids understanding of current trends and conditions through the data collected.
2. Collecting data from different analysis platforms allows the cross-validation of data.
3. Different analysis methods give findings from different angles.
4. The core concept stays the same, but the data could be used to review OBE status before cross validation.
5. More data can make the analysis more accurate and closer to the real picture. Any kind of new digital analysis method can be used as a tool and data source to implement the methodology.
The shortcomings:
1. Experienced digital marketers are needed to derive more accurate analysis.
2. After consolidating data from different sources, there might be no direct relationship among data. But the indirect related conditions should be carefully examined and considered.
3. A bias exists for every analysis method that might affect the final result. The analyst must be aware of the bias and the possible side effects.
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國立 政 治 大 學
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N a tio na
l C h engchi U ni ve rs it y
85 6.3. Future Use
The internet makes the world smaller. In the past, it’s not easy to build up a global brand because it would take huge investments in marketing and channel development. For expanding more aggressively, it would take even more investment to set up a branch office and hire locally.
The main reason that Taiwan corporations are not able to build up their own global brands is because the market size is not big enough to support and grow a global brand. With globalization, if we could utilize the methodology to expand our battlefield from “Taiwan” to
“global” then we can deliver messages to certain groups to help develop our own global brand.
The value of brand in the future is not necessary about “reach” but more about “engagement”
and “loyalty”. Client relationship management will be even more important than ever.
The methodology is for intended to help Taiwan brand owners gain their position and visibility step by step, and adjust their strategy to become more efficient according to changes in the digital world.
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1. World Internet Usage Statistics http://www.internetworldstats.com/stats.htm 2. Joe Tripodi. 2011. “Coca-Cola Marketing Shifts from Impressions to Expressions”
Harvard business review.
http://blogs.hbr.org/cs/2011/04/coca-colas_marketing_shift_fro.html. Aug 27,2011.
3. Dentsu media. 2006. “A-I-S-A-S in digital planning”
http://www.dentsumedia-network.com/digital/index.html
4. Sarah Kessler.2011. “ The influence of Facebook on top news sites.” Mashable.
http://mashable.com/2011/05/09/for-top-news-sites-facebook-drives-more-traffic-than-tw itter-stats/
5. Matt Murphy / Mary Meeker. 2011. “ Top Mobile Internet Trends”
http://www.slideshare.net/kleinerperkins/kpcb-top-10-mobile-trends-feb-2011.February 2011.
6. Daniel Goodall. 2009. “ Owned,Bought and Earned Media.”
http://danielgoodall.com/2009/03/02/owned-bought-and-earned-media/. March 2,2009.
7. Sean Corcoran. 2009. “ Defining Earned, Owned And Paid Media.”
http://blogs.forrester.com/interactive_marketing/2009/12/defining-earned-owned-and-pai d-media.html . Dec 16,2009.
8. Daniel Goodall. 2009. “ Owned,Bought and Earned Media(redux).”
http://danielgoodall.com/2009/05/20/owned-bought-and-earned-redux/. March 20,2009.
9. Insightxplorer. http://www.insightxplorer.com/index.html 10. Google Trends http://www.google.com.tw/trends
11. Stat Counter http://gs.statcounter.com/
12. Google Ad Planner http://www.google.com/adplanner/