Digital Branding: Why Good Branding Affects Online Marketing Part One
Online marketing has been in a fundamental upheaval for two to three years. In addition to performance marketing and the topic of "big data," content marketing as a means of strategically and digitally building a brand has captured its place as the most important marketing trend. But don't worry, this isn't the thousandth article on the importance of a content or promotion strategy. Rather, the following article aims to explain why building a digital brand in Web 3.0 is necessary to keep up with the competition.
Online Marketing From Web 1.0 to Web 3.0
Online marketing has changed a lot since the turn of the millennium, with the most important gatekeepers such as Google, Facebook and Amazon and the development of the Internet responsible. I will briefly explain how it went.
Only a few users could publish static content, and a dialogue with the authors was hardly possible. The most important advertising media accordingly pushed formats, for example, display wallpaper poster printing . It was only the establishment of content management systems (CMS) that theoretically made it possible for every user to put content online.
The possibility of participating in the Internet as a "prosumer" was only expanded through forums and, from 2005, through the increasing number of social networks. On Myspace, Facebook and Co., everyone could create their own profiles, publish content and enter into dialogue. This opened up new avenues for public relations and online marketing, such as word-of-mouth, viral and buzz marketing. Content marketing became a trend surprisingly late.
We are currently in the transition phase to Web 3.0, the semantic web. "The Semantic Web expands the Web to make it easier to exchange and process data between computers," says Wikipedia. More and more systems rely on the structured processing of data and content in graphs - examples are the knowledge graph from Google and the social graph from Facebook. In addition, the Hummingbird update from 2013 shaped the entire search algorithm of Google in the direction of a semantic search.