Digital Changing The Intersection Of Message, Branding

Search contributes 18% across all brand categories, and a brand's Web site adds 16%. Companies want to get cozy with consumers, but marketers need to pay closer attention to where they should have that conversation, according to a study released at OMMA Global in San Francisco.

The Digital Platform Engagement Index looks at how digital changes branding for companies. It becomes less important to analyze the audience demographics and learn more about how the 14 digital platforms intersect in their product and service categories. Findings suggest age is less important than knowing where consumers engage with the brand for specific information. Brands need to look at how consumers view the brand, according to Robert Passikoff, Brand Keys president. Some platforms attract a specific type of demographic or audience segment. Marketers that want to talk about family-friendly topics with consumers who spend a lot of time online might want to do it on social networks, he said. Brands can accomplish that, Brand Keys suggests, by overlaying information about digital platforms like blogs, social, search and mobile marketing with four key drivers and their specific values.