Abstract
This chapter provides a theoretical analysis on the role of digital marketing, social media, and digital marketing tools and techniques (DMTT) in developing customer-based brand equity (CBBE). The chapter discuses different types of digital marketing tools and techniques. The review has found that the consumer's behavioural engagement with brands via social media has a positive effect on customer-based brand equity. Digital media has a positive effect on buyer's intentions because it creates a strong connection between customers and business. Web 2.0-based technologies let users create and collaborate and exchange information and values. This has further led to consumers participating in the process of production of goods and services, as co-creators. Customer engagement, co-creating, and sharing of information via online platforms enhances customer relationship and brand equity.
TopLiterature Review
The term “social network” is synonymous with Facebook, although the big-picture concept applies to most major social sites. The purpose of social media like Facebook, LinkedIn, Twitter, Instagram, Pinterest, Imgur, Snapchat and video sharing sites are Youtube,Vimeo, etc. is to provide users with a platform to connect with others. Boyd and Ellison (2007) defined social network sites “as web‐based services that allow individuals to (1) construct a public or semi‐public profile within a bounded system, (2) articulate a list of other users with whom they share a connection, and (3) view and traverse their list of connections and those made by others within the system.”
Key Terms in this Chapter
Digital Marketing Tools and Techniques: Digital marketing tools and techniques (DMTT) are a range of ICT technology-related methods, tools, procedures, etc., which can be used to place and promote a product or a brand to the target audiences. Such tools can include Search engine optimization, Affiliated marketing, viral marketing, content marketing, social media platforms, email marketing, PR tools, etc.
Content Marketing: A philosophy of attracting prospects and converting those prospects into consumers by sharing and creating non-paid content.
Social Media Marketing: Social media marketing is the process of generating viral communication, that uses social media channels to create, communicate, deliver, and exchanging of information, and value.
Social media: Include a set of connectivity-enabled applications and platforms that facilitate interaction and the publication, exchange, and co-creation of information among an organization and their connected users, and social media include social networks, weblogs, social blogs, wikis, podcasts, pictures, video, rating, and social bookmarking.
Pay Per Click (PPC): Is a process that let marketers bid for sponsored or paid place in the web place and this let’s search engine bring the relevant web page in front of the customers.
Brand Equity: Brand equity is made of a set of assets and liabilities linked to a brand, its name, and symbol that add something to the value provided by it. The assets or liabilities a brand include; brand recognition, perceived quality, brand associations, brand loyalty, and some other unique intangible assets such as trademarks, patents, formula and customer relationships, etc.
Influencer Marketing: Is a process of using key brand advocates to drive a brand message to the larger market in an organic way, the brand advocates are the people with large social followings who have sway over your target audience.
Search Engine Optimization (SEO): Is a process of content creations, in such a way that it becomes faster and easier for a search engine (such as Google, Yahoo, etc.) to search and find the relevant content about a brand, product, idea or information.
Customer-Based Brand Equity Model (CBBE): A model to measure brand's strength and brand equity from customer’s point of view, and it includes six building blocks (brand Salience, Image, performance, feeling, judgment, and brand resonance) arranged in four stages (brand identity, brand image, brand response, and brand resonance).