The role of digital marketing within brand communications.

The ability of a business to communicate is crucial to its success. Technology is effective, but can also be a pitfall leading to unsustainable long term results. Therefore, it is mandatory for every company to develop and invest in a long-term communication strategy to create long-lasting relationships that drive business sustainable growth. In this perspective, the author Cat Leaver wrote her article « The Role of Digital Marketing within brand communications»*, to stress the demanding job that it is to adapt to rapid changes and in the same time, keeping up with new strategies to effectively communicate the values, personality and positioning of the brand to the target audience. The author relies on the mobile marketing strategy to strongly connect the brand with the audience by delivering a relevant information. Even though, it is known that prospects are less receptive to the SMS content than the established consumers are, this could change thanks to an efficient communication strategy based on datas about consumer preference, location and previous purchase history. The first key to a successful mobile marketing strategy is to deliver messages that are respectful in regards to timing and the content and what it matters the most is that these SMS lead the consumer to the content of the company website. Once the client visit the website, with an efficient marketing automation solution , the marketers can quickly gather the information that helps them to learn more about these visitors. Through these simple marketing tools the company can design a new customer journey focused on the customer’s needs and issues to increase their awareness and desire for the products and services in order to move them along their buying process into a productive sales conversation.

Leaver, Cat. « The Role of Digital Marketing Within Brand Communications ». Digital Marketing. Digital Marketing Magazine. 28 October 2015. Web. 29 September 2016. Retrieved from: http:// digitalmarketingmagazine.co.uk/articles/the-role-of-digital-marketing-within-brand-communications/ 2783