BenefitsThe Brand Algorithms approach to Digital Brand Marketing - the Digital VISE - delivers a triumvirate of benefits to clients planning and implementing digital marketing programmes:
A. Digital VISE
Unique to digital marketing is the capability to measure any facet of a campaign, provided that the facet has been defined in advance and that the tools executing the campaign have been designed to measure the output of the facet. This definable granularity, in the measurement of campaign features, is also something unique to digital marketing.
The automated collection of metrics at all points of a digital marketing campaign generates a treasure-trove of data, Big Data, that can be mined for trends, associations, and inductions as per the brand marketer's requirements. Such trends and associations, with respect to consumer preferences, purchase behavior, and post-purchase behavior, are waiting to be uncovered; conditional on sufficient online transactions taking place and on a large enough sample size executing the transactions.
Brand Algorithms recognises these possibilities with respect to the collection and analysis of data, and the architecture of its platform is designed for multi-terabyte data repositories that can be manipulated by the sophisticated statistical analysis techniques supported by the platform. Organisations and brand owners have the freedom to specify the level of detail for the data collected, user privacy permitting, and the extent to which the data can be mined for information.
C. Cloud Computing
The advantages of the cloud are well known: dispensing with IT server infrastructure (hardware and software) at site; no headaches on account of maintaining and upgrading this infrastructure; outsourcing application development, deployment, and improvement; and, the ability to scale in response to an increase in the number of users or to the expected performance of the enterprise application, on-the-fly and seamlessly.
The final entity in the triumvirate is the cloud-based infrastructure for computing and storage. Computational responsibilties rest on the private Brand Algorithms cloud, as does data storage. Information and access to the tools and data are provided to organisations through the web browser. The cloud-based approach ensures 24x7 access to tools and data, for the user, from anywhere in the world, on any smart-device.
Add in the cost advantage, viz. an on-line campaign can be executed at a fraction of the cost of an off-line campaign, and it is no surprise that most promotion-intensive organisations are looking at Digital Brand Marketing to actively complement traditional marketing communications activities.