Your first step in a business is the most important one! When crafting a digital branding strategy, you want longevity. That's the only way to succeed! In order to develop an effective digital marketing mix, it is important to understand the value of your brand for each target market. Of course, the value of a brand in a web-based company may have heightened importance due to the intangible nature of the web. Bottom line is that you always need to keep it simple and give a WOW experience! The game is changing and you need to step up! Digital branding is the creation and development of communications strategies specifically for brands to have a meaningful context on the web. Branding is not what you say but what you do! In this book, we will create together step by step your digital branding strategy and give your consumers an unforgettable experience.

In today's highly cluttered digital marketing environment there is a great need for marketers to fully comprehend a new breed of consumers. This book introduces the rising trend of SoLoMo consumers who embrace an omnichannel marketing approach. Consumers are rapidly moving between channels and platforms, which is why marketers are finding it so difficult to implement an integrated marketing strategy. Today's consumers can check into a store with the use of a geolocation service (Foursquare), redeem an offer that is available, and share their comment on that platform. Then immediately they can post an update on their Facebook timeline, referencing the retailer's page. SoLoMo consumers have three basic characteristics: SOcial media engagement, LOcal findability, and smartphone MObility. The authors conceptualize this new marketing approach, and provide examples to illustrate the case. The SoLoMo phenomenon has completely changed the way marketers need to operate their campaigns, from the way they conceive of their relationship with the customer to the way they design and operate campaigns.