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Kommunikation Markenaufbau und Markenpflege gestalten soll, um damit langfristige Kundenbeziehungen aufzubauen. Durch den Einsatz von Online-Marketingmaßnahmen können Unternehmen kontinuierlich eine starke Markenidentität in den Augen der Konsument:innen aufbauen und festigen.",{"type":623,"children":628},[629],{"text":630}," ",{"type":632,"children":633},"heading-two",[634],{"text":635},"Was ist Digital Branding?",{"type":623,"children":637},[638],{"text":639},"Die Idee des Digital Brandings ist es, eine Verbindung zwischen den Konsument:innen und dem Unternehmen aufzubauen, sodass sich der Markenwiedererkennungswert auch in der digitalen Welt etabliert. Das Ziel ist dementsprechend nicht unbedingt direkt den Umsatz zu erhöhen, sondern eine Aufmerksamkeit für die Marke, die Produkte und ihre Unternehmenswerte zu gewinnen, um langfristige Kundenbeziehungen und eine Kundenloyalität aufzubauen.",{"type":623,"children":641},[642,644,651,653,657,659,664,665,670,671,676,677,682,683,688],{"text":643},"Basierend auf dem Gedanken, dass digitale Beziehungen durch Interaktionen aufgebaut werden sollen, wird zunächst eine digitale Markengeschichte (Digital-Brand-Story) entwickelt. Die Digital-Brand-Story wird kreativ und individuell auf die Endgeräte angepasst und auf den unterschiedlichen Kanälen des ",{"rel":645,"href":646,"type":647,"children":648,"openInNewTab":392},"noopener","https:\u002F\u002Fomr.com\u002Fde\u002Fdaily\u002Fglossary\u002Fonline-marketing","link",[649],{"text":650},"Online-Marketings",{"text":652}," ausgespielt. Als Kanäle für das Digital Branding kann ",{"rel":645,"href":654,"type":647,"children":655,"openInNewTab":392},"https:\u002F\u002Fomr.com\u002Fde\u002Fdaily\u002Fglossary\u002Fe-mail-marketing",[656],{"text":225},{"text":658},", ",{"rel":645,"href":660,"type":647,"children":661,"openInNewTab":392},"https:\u002F\u002Fomr.com\u002Fde\u002Fdaily\u002Fglossary\u002Faffiliate-marketing",[662],{"text":663},"Affiliate-Marketing",{"text":658},{"rel":645,"href":666,"type":647,"children":667,"openInNewTab":392},"https:\u002F\u002Fomr.com\u002Fde\u002Fdaily\u002Fglossary\u002Fdisplay-marketing",[668],{"text":669},"Display Advertising",{"text":658},{"rel":645,"href":672,"type":647,"children":673,"openInNewTab":392},"https:\u002F\u002Fomr.com\u002Fde\u002Fdaily\u002Fglossary\u002Fsem-suchmaschinenmarketing",[674],{"text":675},"Search Marketing",{"text":658},{"rel":645,"href":678,"type":647,"children":679,"openInNewTab":392},"https:\u002F\u002Fomr.com\u002Fde\u002Fdaily\u002Fglossary\u002Fonline-pr",[680],{"text":681},"Online PR",{"text":658},{"rel":645,"href":684,"type":647,"children":685,"openInNewTab":392},"https:\u002F\u002Fomr.com\u002Fde\u002Fdaily\u002Fglossary\u002Fcontent-marketing",[686],{"text":687},"Content-Marketing",{"text":689}," und Social-Media-Marketing mit Content bespielt werden. Besonders das Content- und das Social-Media-Marketing gelten als einflussreiche Kanäle, wenn man als Unternehmen eine digitale Identität aufbauen möchte.",{"type":632,"children":691},[692],{"text":693},"6 Schritte für eine erfolgreiche Umsetzung von Digital Branding",{"type":623,"children":695},[696,698],{"bold":392,"text":697},"1. Analyse der Ausgangssituation:",{"text":699},"\n\nUnternehmen sollten sich zuerst mit ihrer momentanen Marken-Kommunikationsstrategie auseinandersetzen und sich dabei auf den digitalen Aspekt fokussieren. Besonders sollten sie sich fragen, welche Maßnahmen sie momentan für den Markenaufbau und die Markenpflege durchführen und diese auf ihre Effizienz und Wirksamkeit zu evaluieren.",{"type":623,"children":701},[702,704],{"bold":392,"text":703},"2. Festlegung der Rahmenbedingungen:",{"text":705},"\n\nAls Ausgangspunkt für jede Strategie gilt die Festlegung des Budgets, des Zeitraums und der wichtigsten Key Performance Indicators (KPIs).",{"type":623,"children":707},[708,710,712,717],{"bold":392,"text":709},"3. Zielsetzung:",{"text":711},"\n\nBasierend auf den vorherigen Überlegungen der Ausgangssituation, des Budgets und den maßgeblichen KPIs, durch die ein Unternehmen den Erfolg der Digital-Branding-Strategie messen kann, wird das Ziel festgelegt. Ein Ziel könnte zum Beispiel sein, die Interaktionen in den sozialen Netzwerken eines Unternehmens zu vermehren oder die ",{"rel":645,"href":713,"type":647,"children":714,"openInNewTab":392},"https:\u002F\u002Fomr.com\u002Fde\u002Fdaily\u002Fglossary\u002Freichweite",[715],{"text":716},"Reichweite",{"text":718}," zu steigern.",{"type":623,"children":720},[721,723],{"bold":392,"text":722},"4. 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Evaluation, Messung und Optimierung der Strategie:",{"text":742},"\n\nNachdem die Branding-Inhalte auf den verschiedenen Kanälen platziert wurden, ist der finale Schritt die Evaluierung der Kampagne und die Messung der in Schritt 2 gesetzten KPIs, um den Erfolg anhand von Daten messen zu können. Je nachdem, wie die Ergebnisse ausfallen, müssen einzelne Marketingmaßnahmen, Rahmenbedingungen etc. angepasst und evaluiert werden.",{"type":632,"children":744},[745],{"text":746},"Zusammenfassung",{"type":623,"children":748},[749],{"text":750},"Digital Branding ist sowohl eine Strategie als auch der darauffolgende Prozess, der ausgelöst wird, wenn es darum geht, den erreichten Konsument:innen ein Markenbild einzuprägen und dadurch eine „Word-of-Mouth“-Strategie zu etablieren. Um dies zu erreichen, sollten sich Unternehmen stetig fragen, welches Bild sie ihren Konsument:innen kommunizieren wollen und ob diese es verstanden haben.",{"type":623,"children":752},[753,755,760],{"text":754},"Zudem ist es für Unternehmen wichtig zu wissen, was die Konsument:innen untereinander über das Unternehmen sagen. Dies lässt sich besonders durch die Interaktionen der Konsument:innen mit dem Content des Unternehmens auf den ausgespielten ",{"rel":645,"href":756,"type":647,"children":757,"openInNewTab":392},"https:\u002F\u002Fomr.com\u002Fde\u002Freviews\u002Fcontenthub\u002Fsocial-media-plattformen-potenziale-nutzungsverhalten",[758],{"text":759},"Social-Media-Plattformen",{"text":761}," messen und analysieren.",{"type":632,"children":763},[764],{"text":765},"Mehr über Digital Branding lernen",{"type":623,"children":767},[768,770,775],{"text":769},"Du möchtest mehr über Digital Branding lernen? 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