There are several reasons why brand building plays a central role in (online) marketing.
The market situation in many industries.
The technical development of the most important gatekeepers towards the semantic Web 3.0 .
The importance of trustworthy and thematically authoritative sources.
The information shock for consumers
Challenge to automatically identify trustworthy and authoritative providers and information sources.
Companies that have only relied on performance marketing in the past and ignored branding are having problems asserting themselves on the Internet in many areas. This is due to the increased competitive pressure over the years and the increased know-how and resources on a broad scale when it comes to performance marketing. In addition, attention to advertisements is on the decline, and not just because of ad blockers. The information must fit the user's context, otherwise it will not get through the user's narrow attention window. Advertising as a touchpoint does not achieve this in many phases of the customer journey .
A strong brand can make a decisive contribution to online marketing success.
A strong brand can lead to better closing rates or conversion rates because there is greater trust in a well-known brand.
The greater trust can also lead to improved click rates in the SERPs , which has a positive effect on the Google ranking
Established brands lead to greater customer retention and loyalty , which can translate into more repeat website visitors and customers .
The chance of referrals and social shares is greater because strong digital brands are more likely to be linked, referred to or have content shared by multipliers due to their trustworthiness . This leads to greater reach and better rankings . Content marketing, SEO and PR become easier .
Brands that have established themselves as an authority on the domain in one or more thematic areas are more likely to be found on Google with content than non-established domains.
Due to their popularity, strong brands also benefit from better click rates in search engine advertising ( SEA ), which leads to improved quality factors and thus lower click prices.
In addition, brand traffic, e.g. via direct access or searches for italy cell phone number list the brand in search engines, is the most valuable traffic along with returning visitors.
brand traffic
In most cases, the higher the share of brand traffic, the higher the engagement metrics such as page views, average time on site, bounce rate ... the loyalty metrics such as the share of returning visitors and, above all, the conversion rates.
There is therefore a direct causal relationship between brand strength and performance.
Building a brand follows a strategic sustainable approach with the aim of improving customer loyalty and reputation, which promotes sustainable positioning in the market.
Performance marketing, on the other hand, is often more tactical/operational and rarely follows a brand positioning strategy.
Building a digital brand is a critical success factor and is moving to the center of online marketing, where performance marketing was previously the only focus. This is why performance marketing and branding can no longer be separated from one another, as explained in the article Why the discussion about branding vs. performance in marketing is superfluous .
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