In general, a Brand, what it does at best is occupy a specific position in the minds of the customer, in order to generate value for the firm or to the firm, many a times, both of them.

 

 

Brand Awareness, is generally measured by how well your customers are able to recognize your brand as compared to other brands. It can also be described as, “degree of consumer recognition of a product by its name.” (1) It has more relevance in digital marketing world.

For What Use?

So, brand awareness pertains to differentiating your brand from your competitors in order to make a specific position, with respect to how much easily the consumers are able to recognize your brand. The higher brand awareness of your firm, the higher you are putting, the barriers of entry for your competitors. Thus, a highly recognizable brand can add to profitability and profit growth of the company, giving them a position to occupy relatively higher share in the market.

How beneficial is it?

There are umpteen number of methods, tactics and strategies available at marketer’s disposal to increase brand awareness.

86% of B2B marketers have used content marketing in the year to raise brand awareness. (2)

Increasing brand awareness and engagement are the biggest objectives for mobile advertising. (3)

According to Talkwalker, The Global State of Influencer Marketing, 2019, “The main objective of influencer marketing for marketers is increasing brand visibility, with 65.8% responders agreeing on this.”

The firm may resort to any number of practices, but unless it has created a long-term sustainable strategy to generate value for its firm, from which the consumers can benefit, the campaign for brand awareness can never gain the amount of success it is supposed to.

 

Why Brand Awareness?

In Marketing Management, we read it as, “the science of choosing target markets and getting, keeping and growing customers through creating, delivering and communicating superior customer value.” (4)

As a manager with growth mindset, you want your company to grow, progress and expand. Thus, for growth, expanding customer base is important. First reason for brand awareness is thus to reach a greater number of people and subsequently convert them into consumers of your brand. Today’s time, more important aspect is to make the brand more and more visible to the public.

Well, more important aspect is to build brand equity. Brand awareness is a vital factor in building brand equity for the company. Brand equity is, “the added value endowed to products and services with customers.” (4)

Having a strong brand itself has many advantages –

·        Higher financial market returns

·        Increase in customer loyalty

·        Increase in effectiveness of digital marketing campaigns

·        Brand extension opportunities

For a successful brand awareness campaign multiple and simultaneous efforts are required in promotion of the differentiation factors and value generating factors of the company. Your brand awareness can be measured in both qualitative and quantitative metrics.

Earned Media

Direct Website Traffic

External Links

Blog Shares

Search Volume

Brand Mentions

Thus, above metrics can help you keep track of brand awareness. These metrics can have a benchmark, with which we can compare the future results.

Brand Awareness creates a recognition for your brand in the market. Recognition of brand means that your customer can differentiate between your brand and other similar brands in the market.

It does not merely to know the name or having recalled seen it before, Brand Awareness implies customer can associate the name, logo and other brand symbols in his mind.

One of the interesting theories presented by Philip Kotler is, ‘CCDVTP.’ It stands for Create, Communicate and Deliver Value to a Target market as a Profit.

Creating value means product management which can include tangible and intangible products. By communicating value, we arrive at brand management. To deliver value is called customer management which involves reaching the customers via different means.

Use of Social Media for brand Awareness

Social Media provides a good platform to promote your brand. If you are looking for opportunities in India, then it won’t be surprising to know that there are over 700 million internet users in India and on top of that, there are over 370 million people using social media, out of which 250 million are active users of social media. Now, to reach that kind of mass, you need a new marketing approach, to pursue it on the digital platform.

No only that, social media now provides an excellent platform to interact with the customers and respond to their needs. We have observed examples from past where distressed customers have been taken care of by the brands.

There are number of Digital Marketing Courses you can take to upgrade your knowledge on Brand Awareness

KPIs you can use to measure Brand Awareness

Impressions - An impression is counted each time your ad is shown on a search result page or other site on the Google Network.

Click Through rate (CTR) – CTR is the number of clicks that your ad receives divided by the number of times your ad is shown.

Avg. Cost Per Click (Avg. CPC) - The average amount that you've been charged for a click on your ad. Average cost-per-click is calculated by dividing the total cost of your clicks by the total number of clicks.

Cost Per Thousand (CPM) - A way to bid where you pay per one thousand views (impressions) on the Google Display Network.

In the End I Would Like To Say...

Brand Awareness forms essential part of any Digital Marketing campaign and overall success of the Marketing strategy of a company. As long as people remember your brand and has positive associations with it, your company will be a success.

 

References

1. KOPP, CAROL M. Brand Awareness. Investopedia. [Online] 21 April 2019. https://www.investopedia.com/terms/b/brandawareness.asp.

2. Stahl, Stapehanie. success-differentiators-b2b-research. www.cnotentmarketinfinstitute.com. [Online] Content Marketing institute, 22 october 2019. https://contentmarketinginstitute.com/2019/10/success-differentiators-b2b-research/.

3. Summit, Open Mobile. Open Mobile Summit 2017. www.brandquaterly.com. [Online] 30 November 2017. http://www.brandquarterly.com/event/open-mobile-summit-2017.

4. Kotler, Philip. Marketing Managemnt. s.l. : Pearson, 2018. 978-93-325-5718-5.

 

 

 

 

 

 

 

 

Top 10 Digital Marketing Certifications

Top 10

Digital Marketing Certification Programs

 

With strong roots in corporate business and entrepreneurship, the digital marketing is now an imperative for organisational success. People all over the world are learning this amazing aspect of promoting your brand and trying to give their customers the best experience online.

 

 

So, here are your Top 10 Digital Marketing Certifications. This will not only help in revving up your Resume and CVs, but also immensely help in your daily life, to generate side income.

At Number #1 is our favorite organisation, MEDIA MAVEN

   

Media Maven is up and coming best Digital Marketing and Online Marketing organisation, which will provide you, hands on practical experience, you can count on. An initiative of 3 Digital Marketing Enthusiasts, with surmounting 30 years of total experience in this field, filled with success all over the place.

These 3 experts come together to teach Digital Marketing, which seems to be simple and applicable, when taught by them. Digital Marketing Certification is provided along with the course. Internet marketing is a much sought out course and here is your best opportunity to learn from the best digital marketing agency.

 

At #2, we have Hubspot

 

Hubspot is a renowned name in Digital Marketing. If you are looking for digital marketing for dummies, then here is your opportunity to start from the scratch and try your hands on one of the internet marketing company. 

Hubspot will cover all the aspects of Digital Marketing, be it, Content Marketing, Social Media Marketing, Google Analytics etc.

Also, a good digital marketing consultant, Hubspot provides valid and professional certification, based on your performance. People often look for new google digital marketing certification and here is one such organisation that keeps up to the highest standards of teaching.

 

At #3 its Google Digital Garage

Google Digital Marketing Course, is one of the most famous courses to get certified. Google provides easy and ready to roll course on digital marketing services, digital media marketing, search engine optimisation etcetera. 

The course that google provides is free digital marketing course and hence very widely used by the students and professionals to upgrade themselves.

Google has wide variety of courses under its garage and is a fairly reputed firm to obtain the knowledge.

At #4 we have for you, Hootsuite

This is one of the top learning platforms to enhance your game. The recruiters keep looking for genuine and authentic certification programs on which they can rely on and if this is on your resume, your job is done. Congrats to your effort, you will be hired.

Hootsuite is one of the most popular social media management certification platform for you.

Learn, Apply, Fail, Learn some more, Apply again and.. Succeed.Here’s your interesting opportunity to have your hands on free social media certification course.

 

 

At #5 its, Facebook Blueprint Certification

Now, many graduates and even professionals working at other organisations dream of joining Big Companies and firms and get their name associated with it. So, go ahead and complete the course and be a certified Facebook planner.

For completing the certification, you would have to go through two exams and with completion of those exams with a passing score, you are entitled as a Facebook certified planning professional.

This is one of the best platform to enhance your skills, where you have billions of audience.

 

At #6 we have Digital Marketing Institute

 

Digital Marketing Institute provides you hands on experience. If you are keen on learning Digital Marketing Business and Digital Marketing basics, this is the course for you. This agency provides, good free online marketing courses designed for students and professionals.

So, go ahead and take your lessons home with good insights on digital content marketing and search engine optimisation techniques. This course will definitely provide you good training in how to run your digital campaigns.

 

At #7 its Duke University Digital Media and Marketing Certification

Well, who doesn’t want to be associated with one of the top universities of the world? Here is a chance to get your digital marketing certification from Duke University. It is a 12-month course, special designed to make a comprehensive and exhaustive study in the field of digital marketing.

But, the fact of the matter is that it is not free and comes at cost of about $3000. Advantage is, you can run the course at your own pace.

The course will cover all the aspects of digital marketing including mobile marketing, web analytics, email marketing and more.

 

 

At #8 its Cornell University Digital Marketing Certificate Program

At number 8 is Cornell University’s Digital Marketing Certificate Program. The program brings full spectrum of digital marketing, filling you with the knowledge and experience that you can directly apply at your organisation or for your own business.

Cornell University’s program is an opportunity to get trained from some of the best professors in the world. The certification does come with a cost.

 

At #9 Brainstation’s Digital Marketing Certification Program

Brainstation’s certification program will give you hands on approach and practical skills for digital marketing. It’s a highly recommended certification program for those preparing for interviews in corporate world.

 

At #10, who just made the list, SEMrush SEO Toolkit Course

Last in our list is SEMrush SEO toolkit course. Comprehensive and detailed course to learn various aspects of digital marketing.