Chapter 2: Digitale marketing and brand awareness

Introduction:

Digital marketing has revolutionized our understanding of consumer engagement,

transforming what was once a one sided relationship into a dynamic, interactive
dialogue . With the coming of social media, consumers finally found their voices to
express their opinion and grow desensitized to the stereotypical marketing
approaches. they become more vigilant and socially conscious , demanding to be
heard by companies .

In response to these shifts, marketing strategies have evolved and adapted rapidly.
digitale marketing has left an indelible mark on every industry, but perhaps none
more so than tourism, where direct contact with consumers is important.
In these modern times, businesses must navigate this problem swiftly , ensuring that
they contact their audience in meaningful ways. adapting to the demands of the
digital age has become not just an option but a necessity for success.

Nowadays, digital communication has become an important aspect for Hotels

business and especially in promoting their country as a travel designations.
beyond the crucial role of online reservations in making the international market
easily accessible to hotels, it's equally vital to promote the destination itself .
highlighting special attractions that compel people to book flights and visit the
country is also a priority.

This is where social media's role is important . Hotels are not only expected to
advertise their services but also to showcase the city they call home, enticing
travelers with the unique experiences and attractions it has to offer.
In this chapter we will explain first hand the digital marketing while detailing its
different aspects and in the second section will dive into brand awareness.
Section 1 : Digitale Marketing
Introduction
In order to further understand our study , there are some concepts and procedures
that should be analyzed as well as review literary and academic resources to
understand some concepts related to this field.
In this part we will explain first hand the digital marketing then we will go through the
customer journey in digital marketing and lastly online advertising.

a) Digitale marketing definition

according to Hustle. Neil Patel and Ritika Puri: «The Power to Charge Your Life with
Money, Meaning, and Momentum," Patel and Puri define digital marketing as "the use
of digital channels, such as search engines, social media, email, and other websites,
to reach, engage, and convert potential customers. »

Digitale marketing refers to the application of marketing strategies to promote

goods, services, and brands with the help of digital media. different online platforms
are utilized as well as methods like search engine optimization, content marketing,
social media marketing , email marketing, and paid advertising to interact with
existing and potential customers. In this case, the goal of digital marketing is to
reach the specified audience, influence them properly, and drive certain actions or
conversions, which in return, allows a company to attain its set targets and goals.

Digitale marketing plays a crucial role in helping businesses achieve their marketing
objectives, expand their reach, drive sales and foster meaningful connections with
customers. It not only enables businesses to connect with a global audience,
regardless of their geographical location, but also breaks down traditional barriers of
entering international markets.

The marketing online had a lot of aspects to cater to, and in this constantly changing
environment vigilance is a must, as a business being present in every one of it is
inevitable so they had to adapt to the technology fast and master it too. One of the
very important changes was websites, with it came the search engine optimisation
or SEO. While a big part of it was developper work, marketers had to know how to
use this site to promote their companies .

b) Search engine optimization or SEO

According to the SEO Mastery. Graham Fisher : « Search engine optimization makes
sure that when people are searching online, thye find your business right where you
want them to. it ensures the searches that display the best sides of your company
allow you to show up in the results. »

SEO which stands for Search Engine Optimization , is all about making your website
more visible and showing up higher in the search engine results pages for the right
keywords. The purpose of doing SEO is to drive organic (non-paid) traffic to your
website, which in turn increases the chances of attracting more relevant leads and
customers.
It is a foundation of web marketing and it is one of the key drivers of quality organic
website traffic and online business growth. The correct approach to SEO will help any
business to rank high on search engines, attract targeted leads and convert them
into customers.

source : https://www.semrush.com/blog/what-is-seo/
 ● google
According to a study done by statcounter the top search engine is google, which
makes it the most difficult to rank first in.

Desktop Search Engine Market Share Worldwide - March 2024

source: https://gs.statcounter.com/search-engine-market-share/desktop/worldwide

The main thing that Google runs on is something called keywords, the age of
websites ,how much traffic a website gets and how many links direct to a website.
Google also looks at how many other sites online have clickable links that direct
viewers to the website. The more people online like the information and refer to the
website the more google believes that it's a great source of information.

● How does Google rank their search results?

Google takes in consideration a lot of factors, some are known and some are
unsolved , business and website owners constantly try to improve their visibility and
rank. So after a lot of search we're gonna present the top ten factors google follows
to rank websites.

1. safety and security : making sure that no links have viruses or other malicious
sites or software.
2. websites speed: google takes in consideration people impatiens and hate for
slow websites, a website that is not user friendly gets bad ranking.
 3. sites adaptability : the website should be phone friendly and adaptable in
other formats .
4. age: how long have been the website running
5. relevant information: google looks into the website and how useful and
relevant the information is.
6. technical seo : key words, web analysis, photo titles,
7. user experience : google uses a site called RankBrain to have users rate their
experience on websites.
8. links: how many times was the site referred to or linked is a very important
detail to google as well as the quality of these links.
9. social signals: the amount of site visitors and traffic is also an important factor,
the website can not be dead with no sign of activity.
10. real business: if the website leads to a real place or location for a service or a
product it will show higher in search results.

D) social media marketing:

According to Statista, a global data and business intelligence platform, the most social
media used is facebook,youtube then instagram. which proves how effective they
are as communication channels. followed by whatsapp and tiktok.

most popular network worldwide in april 2024, ranked by monthly active users (in
millions)
(source:
https://www.statista.com/statistics/272014/global-social-networks-ranked-by-number-
of-users/ )

while the choice of which platform to use depends on the specific business goals,
target audience, industry and content strategy. It is important to study popular
platforms and their key features.

★ Facebook: launched in 2004, the market leader and the first social media to
pass one billion registered accounts and currently hostess more then 3
billions active users monthly. It represents the perfect place for small and new
businesses to find an audience and customers.
The platform offers various content formats: photos, text, videos, stories and
lives. It also provides paid ads that allows an easy access to the targeted
audience based on age, country, gender and interests.

★ Youtube: launched in 2005 and owned by the same company “meta”, youtube
is the second most used platform, it is the largest video platform. from beauty
to gaming the platform holds many active communities, it is ideal for tutorials,
product demos, vlogs. Youtube ads can reach a large audience through video
ads, display ads, and sponsored content.

★ Instagram: instagram is highly visual and ideal for business with visually
appealing products or services. It is popular among the younger demographic
and features photos, reels and stories. Instagram ads are as effective as that
of facebook, they share the same aspects.

e) Email marketing:

according to email marketing: an hour a day. Jeanniey mullen, David Daniels :

«Email is an effective and efficient means of mass distribution. Email also provides
an easy way to conduct personal one-to-one dialogue. email is the most popular
form of asynchronous communication: it touches hundreds of millions of people
around the world every day »
Email marketing is a digital marketing strategy. It is a direct tool of communication,
the company will address its customers in a personalized email with the goal of
generating leads, building relationships or offering discounts.

By delivering relevant and valuable content to a receptionist’s inbox such as

newsletters, product updates, event invitations, email marketing can help businesses
increase brand awareness, engage with audiences or drive website traffic which
serves the ultimate goal of generating sales.

Email marketing is a powerful tool and one of the oldest digital marketing channels. It
provides a direct line that connects the customer with tha company. It is also cost
effective, business can reach a large audience with minimal investment. After
deciding to start email marketing as a way of communication it is important to select
an email list, a collection of email addresses that the brand gathers through different
methods or buy. The next step is to create an email template, one that is appealing
and attractive to encourage recipients to open it.

● Email marketing types :

Email marketing campaigns are a coordinated set of emails designed to push people
to take action such as purchasing , visiting websites, subscribing, ect.
It is a marketing strategy that involves sending emails to a list of targets that the
brand aims to transfer into customers and turns the one-time buyers into loyal fans.
it can include newsletter, promotional mails, transactional mails, and personalized
emails, ect. it is important to know that each type have a clear marketing goal, we
will go through each type and explain it :

- newsletter :
This kind of email is to provide subscribers with regular updates, news, and
important information related to the brand.

- promotional emails:
emails that promote a specific product, a feature in a product, service or event, could
also incould a discount or special offers.
 - transactional emails :
These emails are automated and set to be sent directly after certain user’s actions
such as order confirmation or password resets .

- welcome emails:
an introduction or welcome email sent to users or customers, to introduce the brand
and say hello.

- re-engagement emails:
These emails are used for inactive subscribers to invite or encourage them to visit
again often with special offers or discounts.

● key measurements in email marketing:

There are many different ways to measure the success of email marketing
depending on the type and goal of the email. One of the advantages of using email
marketing is the measurable resultats it provides:

- the open rate:

which is the percentage of recipients who open an email indicating the effectiveness
of the subject line and sender reputation.

- The click through rate :

to show the effectiveness of the email content and call to action, it is the percentage
of recipients who click on a link within the email.

- the conversion rate:

and it is the percentage of recipients who complete an action after opening the
email.
- unsubscribed rate:
This result can indicate the quality of the email list address provided, it is the percent
of recipients who unsubscribed after receiving the email. means an issue in the email
relevance to the recipients or the frequency of said emails.

- bounce rate :
the percentage of emails that could not be delivered to the recipient's inbox, which
reflects the poor quality of the email target list or problems in deliverability.

● Email marketing benefits:

Email marketing is relatively inexpensive compared to other forms of marketing,
offering a high return of investment., it also increases the possibility of engagement
and conversions because of its precise targeting and personalization. This marketing
technique is a direct way of communication with customers which fosters strong
connections and increases loyalty. The process could also be automated which
saves time and energy, by setting up personalized emails and having them sent
without going through the trouble to launch the action itself.

● tools for email marketing:

With many tasks and marketing duties, it is necessary to use tools that could make
the process easier and much less time consuming. We will list tools for each task,
starting with email service providers for this, platforms like mailchimp and constant
contact offers tools for creating, sending and tracking email campaigns. systems like
salesforce and hubspot help with customer relationship management. Lastly for
marketing automation software tools like activeCampaign and marketo provides
email automation for personalized and triggered emails.

These email marketing key components could help a business strive and grow, it is
an effective tool to engage directly with the customers and the audience and build a
long term customer relationship.

f) online Advertising
also known as digital marketing advertising or internet advertising, it is the delivery of
promotional messages to consumers through the internet. it combines a large range
of formats and channels such as social media and google advertising. its primary
goal is to reach a targeted audience to increase sales, drive traffic and generate
leads.

● Search engine advertising:

search engine advertising is divided into categories search ads and shopping ads.
search ads are text based displays on search engines based on searched keywords
( google ads) . Shopping ads are images with prices and business names displayed
on google shopping.

- google advertising:
According to the introduction to marketing 101. De Cécilia Figueroa : «
adwords is google’s self-managed advertising platform. as an advertiser, purchases
or bids for a series of searches (what we call keywords) in which you want your ad to
appear in order to get a click, that is, a visit, that can take the interested user to a
valuable action on your website »

When an internet user uses the search engine, google decides which ads to display,
they calculate the ranking of each, the higher the value the better the ranking.
Google never did disclose how they calculate the ranking of websites. but many
experts say that depends on the site quality and how relevant it is to the searched
words.
Google advertising allows business owners to target a specific audience, this
assures that the website will show to users and buyers who are most likely interested
in that product. It is also the most popular search engine so it offers a high visibility,
reaching potential customers at any moment and that is what makes it very effective.
It is primarily facilitated through google ads (formally google adwords), an amazing
tool that helps businesses to create and display ads across Google's network. The
network includes the google search engine, google display network, youtube and
various partner websites. Google helps businesses reach their target audience
effectively through different ads formats and options.

By using google advertising strategically businesses can improve their online

presence ,generate leads, prospects and sales. setting up goals beforehand could
make the process much easier, google matrics and analyzing tools will provide
brands or advertisers with insights and measurements needed which will facilitate
decision making and actions for improvement.

● Display advertising :
which could be banner, video or rich media ads. The first one are graphical ads
displayed on websites within the google display network or other ad network. Video
ads are videos displayed on different platforms like youtube. The last one is an
interactive form that includes video and audio or other elements to engage users.
It is a form of online advertising that involves engaging ads presented on social
media, video, images. It is important to use high quality content and design elements
like color, typography and layout which play a crucial role in engagement and
attracting attention. These ads could be placed on the website with the same context
or could be based on the consumer browsing history and their interests,
demographics, age or gender, or the ad could be shown to people who are
subscribed to the brand or have been in contact with it.

● social media advertising:

Social media advertising changed the marketing world to an easier, more accessible
one. Back in the days advertising was for the big companies that could afford to pay
big celebrities and televisions for screen time, plus the recording cost, so that made
impossible for any small business or newly introduced brands a chance to show. so
visual advertising was a luxury and still to this day is, it's never cheap to have screen
time for a brand or a business in peak hours.

Facebook changed it all, one day and made it easier, cheaper and accessible,
basically giving small businesses and startups a chance. It is a targeted advertising
displayed for as long as the owner wishes and that with different budgets for different
needs and business goals. that could be a photo or a video or a job offer, all in one
click. It offers insights and measurable results that facilitates decision making
process.the same could be said for instagram, twitter, linkedin and tiktok, each for
different goals and different business. Nonetheless it is still important to be present
on these applications and create a content of value that could be advertised,
facebook does not allow just any business to do advertising on it app but it could
take that privilege anytime the guidelines are not respected.

● influencer marketing
It is the form of collaboration with influencers to promote the product, a service or the
product demonstration, this can be particularly effective on platforms like instagram,
youtube and tiktok. This form of advertising is most effective when it comes to
business that works on a very specific niche because influences will be able to
provide their exact follower base gender and internet which will assure effective
advertising and the people who will see it will have interest in it, that will generate
leads, visitors and even future buyers.

while back in the days it was more common to choose a celebrity with great fan base
which will cost an amazing deal of money plus the trouble of contacting that celebrity
that rarely partnered with small business, social media made all much essayer and
gave small business and small influencers a chance to shine is a small base but
definitely effective and costs much less.

influence marketing is a very powerful tool that could change and affect individuals
behavior and consuming habits, many trends started through influencing the views
which leads to mass purchases throughout the world for example the stanley cups
that become a highly demanded item because of one tiktok video.

● benefits of online advertising:

The online advertising platforms provide advanced targeting options that allow
advertisers to target consumers based on their demographics, interests, behavior or
location. It is also cost effective, there are many pricing models for different budgets
such as cost-per-click or cost-per-action as well as detailed analytics and
performance metrics. The campagnes are flexible and adjustable in real time to
optimize and improve ROI.
This form of advertising is interactive and visually appealing which can enhance user
engagement and brand interactions.

● challenges that online advertising faces:

while online advertising is very popular and useful, it still faces many issues, this
challenges are what's making online advertising a little bit of a complicated task:

- adblock: ad blocks are widely used to protect internet users from invasive ads,
these ads appear without anywhere on the screen and could hinder the work
 or the comfort of the user. That can reduce the visibility and impact the online
ads performance badly .

- banner blindness: people are growing desensitized by ads because of the

overwhelming amount of advertisement they are exposed to everyday, so
some of these ads even when shown to the audience they are being ignored
for the over exposure leading to reduced effectiveness.

- privacy concerns: thare many growing concerts as the online advertising is

becoming more and more popular about data privacy and regulations that
should be respected while targeting the audience.

Section 2: Content creation marketing

a) Content marketing

according to the introduction to digital marketing. De Cecilia Figueroa : «Content

marketing is one of the key aspects of inbound marketing, this approach is
characterized by offering customers what they are looking for and understanding
that today’s consumer no longer has a passive role, but decides what interests them,
how they are informed, and what, how and when they buy »

according to Schley and liang (2017, p.92) «content marketing is a marketing

method that involves creating and distributing informative, entertaining, and
engaging content to attract, educate, and retain customers, by establishing a
trust-based relationship with them and encouraging them to take desired actions»
(Article "Strategic Content Marketing" in the Journal of Marketing Theory and
Practice )
Inbound marketing is a method that mixes non-intrusive marketing and advertising
techniques to contact users at the start of their purchase journey and accompany
them. Its main focus is creating content interesting and appealing enough to
generate leads.
The content marketing follows the “givers get” principle, in this strategy the digital
marketing has to be centered about helping others, sharing advice, and tips while
generating leads in the process .

Content creation allows companies to get readers or viewers on the website to

become subscribers, followers or fans. The content should consider the audience's
taste and think about their needs. the content marketing creation servers to reach
many marketing goals all while costing much less, here are some:
improve brand awareness, reach many potential customers, increase conversion
rate, help establish a community for the brand .

Creating content for online marketing strategies is real art that has evolved to adapt
to different digital channels. The writing will change according to the platform being
posted on facebook, X or instagram.

b) formes of content marketing :

there are many types forms of content marketing, each serving different purpose,
these are the most common types:

★ Online content marketing:

when talking about this type of content, it mainly refers to the web page content it
could be photos, videos, blogs. high quality content that will improve the website
ranking on the search engine.

★ social media content marketing:

Sharing content on social media helps increase brand visibility and organic traffic.
platforms like facebook and instagram made possible and necessary to engage with
customers on a daily basis.

★ infographic content marketing:

It is the art of communicating efficiently without saying anything, images and short
videos that reach and attract viewers the most. In today's age and time consumers
prefer to waste less time reading and hope to understand the message with one
look.

★ Email marketing:
Email marketing is an excellent tool for nurturing leads, promoting content and
generating traffic to websites. email marketing campaigns, newsletters while
personalizing it helps improve the client and brand relation.

★ video content marketing

engaging video content can help the brand build an audience, content like tutoriels,
behind the scenes or product demonstration or story telling. This type of content is
highly consumed and most recommended.

c) content marketing types

content marketing is a large and rich subject with many different types, we will go
through the important most used ones:

● Educational marketing content

according to Hellobeek and al. (2019, p.140): “Educational content marketing aims
to provide information, advice, and resources to help consumers solve problems or
acquire new knowledge. it focuses on delivering value and establishing the brand's
expertise.”

The primary goal of educational content marketing is to provide added value to

consumers by offering information, advice, tutorials, study guides, case studies or
other content that could interest them. in hopes that they acquire new skill, solve
problems, or improve their quality of life.

● Entertaining content marketing

according to Li and al. (2016, p.74): “entertaining content marketing focuses on
creating engaging, fun, and captivating content to attract attention and engage the
audience. it uses elements such as humor, storytelling, and immersive experiences
to create an emotional connection with consumers”

The primary goal of entertaining content marketing is to establish an emotional

connection with the targeted audience by creating content with positive emotions
such as laughter, surprise or excitement. An entertaining experience can help the
brand develop stronger bonds with consumers and differentiate themselves from the
competition.

● Informative content marketing

according to Hwang and al (2019, p.33): “ informative content marketing is about
providing relevant and useful informations to consumers, focusing on solving
problems or answering questions, it relies on guides, tutorials, case studies, white
books, ect. to establish brand authority”

It aims in first place to position the brand as an expert in the domain, by giving
information, advice, tutorials, guides and tips, the company has to look out for the
consumers' questions and offer answers and solutions.

● Interactive content marketing

according to Zeng and al. (2019, p23): “interactive content marketing involves the
use of interactive elements such as quizzes, surveys, online calculators, games or
interactive videos to encourage consumers engagement and active participation. it
promotes two-way interactions and offers a personalized experience”

This type of content marketing offers users a customized and interactive experience.
Emotional engagement is very effective in delivering information.

d) marketing content advantages

Content marketing is a very helpful tool that can help the brand engage with the
audience and build a strong relationship, ultimately boosting sales. let's go through
some of the many advantages of content marketing :
 ● increase brand awareness:
Content marketing can help increase brand awareness and spread high-quality
content about the brand which will make the consumer perceive the brand as a
trustworthy source of information, for tips or advice and that will make the brand
image engraved in individuals minds and facilitate the purchase choice. Content
marketing could also be in the form of storytelling that connects the brand and the
consumer emotionally, a brand with a positive emotional connection is more easily
remembered and chosen. That's why most brands will create advertising content
that sends a positive and hopeful message that brings enjoyment to the audience.

● Better search engine ranking

being present online today is crucial and one the most effective tools is a
website. While creating the website may seem a key, it actually is not, the key is the
website content and how optimized it is. The content marketing here helps improve
search engine optimization and website ranking to show up higher to users, if the
website does not show and there is no organic traffic, the website is bound to be a
dead site with no visitors or clients. Using content marketing the brand could create
blogs that attract people to the website because this content will incould keywords
related to the business or the product.

● lead generation
Content marketing is a way to communicate, a direct and transparent way to send
messages to the targeted audience. attracting prospects through constant positive
messages and encouragement, good study of prospects needs, pain points and
addressing them will convert visitors to leads and ultimately paying customers.

● Increase traffic and conversion

Quality content draws targeted audiences to website pages, will rewritten blogs can
improve a site ranking on the search as well as the content in the website that can
persuade them to register, subscribe or even make a purchase.
Engaging content encourages consumers to interact with the brand and share it
contente, the more relatable and shareable it is the more users will remember it and
like it. and because it resonates with the audience a strong emotional connection will
be born. This inbound marketing technique mostly relies on content marketing and
how creative and innovative the content is.

● Cost-effective marketing:
Content marketing is more cost effective compared to other traditional marketing
methods, advertising tends to cost a big amount of money especially tv commercials
and prints and does not last long with a momentary effect while the content
marketing is generally could be high quality and with low cost and will still to exist
even after the campaign over to trac on the internet the achievements and activities
of brand, so basically bring in more leads and prospects long after it is published.

● Customer education:
content marketing could be in the form of educational content that helps inform and
spread knowledge to the audience, this well ultimately helps the consumer make an
informed decision thereby enhancing their purchasing experience. This available
information will facilitate the search journey for the right product or service as well
as empower them and satisfy their curiosity. The more accessible the information is,
the more trust will grow between the brand and the clients.

Content marketing offers numerous advantages that enhance the brand image and
presence by consistently delivering valuable and relevant content that attracts and
retains customers. Investing in content marketing will improve overall business
growth and bring in long-term benefits .

Section 3: Brand awareness

In this part, we will explore the concept of brand awareness and go deep into its
importance in the marketing domain. We start by defining brand awareness,
examine the factors that influence it, then how to properly manage this phenomenon.
and in the last part we will introduce different methods to measure brand awareness.
 a) brand awareness definition:
Brand awareness is the measurement of brand reconnaissance and how familiar the
targeted audience are with the brand, the company and the product or service
provided. it represents the level of brand reconnaissance of a brand or product.

according to Kevin Lane Keller (1993, p124) “ publicity may be an essential element
in the modern marketing environment. it represents the recognition, familiarity and
reputation of the company, brand or individual to its target audience. Brand
awareness plays an essential role in establishing a lasting relationship between a
company and its potential customers, as it creates a foundation of trust and
familiarity . “

according to the Article “ the influence of brand awareness, brand image, trust on
brand loyalty” (2020, p3) “Similarly, ( Kotler and keller, 2016) also that brand
awareness is related to the strength of brand information that allows marketers to
measure consumers ability to identify brands in various conditions.”

According to Cornell Maple bulletin 105 (2007 ) “ brand awareness refers to how
aware customers and potential customers are of your business and its products.
Within a week after its introduction, surveys found that more than 90% of US
consumers had heard about the iphone as a result of advertising and news reports.”

b) brand awareness importance:

The importance of brand awareness is a major question, if sales are doing well and
customers are available: why is brand awareness of importance to any brand ? The
answer is : the more aware people are of a brand or a product the more they are likely
to choose it. While purchasing a product or a service, quality is important and so is
the price but the consumers for their most daily products don't have the time to
choose and compare hundreds of products, so they chose the one they are most
familiar with, that's where brand awareness comes in handy.
business should invest in brand awareness which is crucial component in marketing
for the followed reasons:

● building trust and loyalty:

Familiarity creates trust, trust is crucial for every transaction since consumers need
to feel secure in their purchases and they are more likely to trust a brand they
recognize and see or hear about on a daily basis. To build this trust, the brand must
be transparent because customers appreciate honesty and openness. This could be
achieved by offering information about the product or the service and address any
issue rapidly with complete transparency .
The brand has to also prioritize customers, by putting the customer first,
understanding their needs, preference, and tailor their experience to their preference.
One of the basic ways to build trust is to assure the delivery of an excellent quality,
the perceived quality is what most known brands are associated with due to
constant messaging, positive experience and strong branding.
It is also important to be reachable and available, provide multiple channels of
communication, answering rapidly and explain thoroughly every question, this will
assure the customers that the brand is always there to solve their problems and
provide solutions. an absent brand will get casted aside and replaced quickly by a
more present one.

● influencing consumer decisions:

Every brand's goal is to be part of the consumer subconscious, influence their
decision and push them to purchase, but that takes years of advertising and trust.
That is what it is like to be a top-of-mind brand, the brand that immediately comes to
consumer minds when thinking of specific needs. consistent branding could create
such an effect, starting by ensuring that your brand’s visual identity, logo and
message remain consistent and regularly diffused in various channels such as tv or
radio, that will build familtarty and reinforce brand recall. Associating brands with
powerful and popular events, influencers or other brands could also help implant the
brand image in the consumer mind and influence their decisions.
 ● Enhancing brands loyalty:
High brand awareness often leads to emotional connection, creating that connection
will help consumers relate to the brand more, defending it, and advertising for it
even. It is the highest level of brand awareness that fosters loyalty and brand
ambassadors. all for it to create a repeat purchase customer, that only recognizes a
certain brand for certain needs without further thinking or looking. This could be
achieved by building a community online and offline where customers could connect
and share their favorite brand updates, news and best features which leads to a
sense of belonging and strengthens the community. hosting events and workshops
could be an amazing way too.

● Investor confidence:
strong brand awareness can influence confidence of investors in a company. When a
company is well known and has a good reputation, investors may be more inclined to
invest their trust in that brand. Therefore, visibility can facilitate financing for
company projects, stimulate growth and strengthen brand credibility on the market.

● business partnership:
High brand awareness can help facilitate trading for the company, when a company
is well respected and recognized in the market closing deals with partenes,
suppliers, distributors or others companies whom it may work with. awareness
growth builds confidence and facilitates negotiations, and creates more opportunities
that benefits all stakeholders.

● Increase sales and revenues:

individuals who consume the brands content, follow the informative and
well-researched content will build an impression of authoritative and trustworthy
brand, which will push them later to buy and consume the brands products. also
being a top-of-mind brand makes the consumer more likely to chose it while in the
spur-of-the-moment or in a hurry, not only will that increase the sales but it will create
a study floor of profit and the product is widely consumed it will be more trusted and
known, and the cycle will continue. That's how brands like coca cola existed for many
years in people's minds and in stores all around the world.
 c) types of brand awareness:
According to “the international journal for multidisciplinary research” there are many
different types that represent a level of consumer recognition and recall of the brand.
but primarily we can state two; aided awareness and unaided awareness.

● Aided awareness:
According to the article in the ” international journal for multidisciplinary
research” dr Arohi anand “ Aided awareness refers to the level of brand
recognition or recall when promoted with specific cues or prompts. it measures the
extent to which consumers can identify or recall a brand when given some form of
assistance or information. for, exemple, a consumer may be shown a brand logo,
name, or slogan and asked if they are familiar with it or if they can associate it with a
specific product or category “

Brand awareness, also known as prompted awareness, refers to the level of

recognition consumers have with a brand, this type of brand awareness is tested by
providing a list of brand names and logos, maybe even color charts and asking them
to identify the brand. It is useful for understanding recognition and familiarity when
consumers are given clues, it is also often used in brand studies to measure the
impact of advertising campaigns.
helps identify the effectiveness of marketing efforts and which strategies make the
brand recognizable, it is useful for newly introduced brands or have undergone
rebranding.

● Unaided awareness:

According to the article in the ” international journal for multidisciplinary

research” dr Arohi anand “unaided awareness, also known as top-of-mind
awareness, represents the spontaneous recall of a brand from memory without any
prompts or cues. It indicates the strength of a brand in the minds of consumers, as it
demonstrates that the brand is readily accessible and comes to mind naturally when
considering a particular product or service category. unaided awareness is
considered a higher level of brand awareness and is often associated with stronger
brand positioning and consumer preference.”

Unaided brand awareness also known as spontaneous or top-of-mind awareness,

measures the extent to which consumers can recall a brand without any clues, it is
the brand that comes to mind first when asked about a need to satisfy or usage for
certain tasks. unaided brand awareness is measured by asking consumers an open
question to name a brand from a memory. It mainly relies on consumers' ability to
recall the name of the brand to provide insights into which brand is most memorable
and has the best presence. used to measure brand dominance and spontaneous
recall indicating a high level of brand awareness.
This is critical for assessing the long-term impact of branding activities and help
understanding which brand dominates the market and peoples minds.

By measuring both aided and unaided brand awareness, companies can gain
access to insights of the market and brand’s position, how effective the branding
strategy is and what are the areas of improvements in brand recall. It is the goal of
every brand to become an unaided brand that consumers will for immediately and
connect to, it takes years of experience and advertising to achieve.

in addition to these primary types, brand awareness could also be categorized based
on different dimensions or aspects : brand recognition and brand recall

● Brand recall:

According to the article in the ” international journal for multidisciplinary

research” dr Arohi anand “ Brand recall refers to the ability of consumers to
retrieve a brand from memory when prompted with a product category or need
situation. it assesses the strengths of brand association in memory and measures
the likelihood of consumers recalling a particular brand when considering a specific
product or service”

Brand recall is the memory of a brand in the consumer's mind when prompted with a
product or a need. So basically it is the consumer ability to remember the brand
without any visual cues. it ensures that the brand is top-of-mind when consumers
think of a particular need. For example, when someone thinks of soft drinks or asked
in a restaurant without any choices provided, they will say “coca cola”, it's the mental
association of consumers.
While brand recognition relies on visual cues, brand recall is all about the memory
and the mental association.

● Brand recognition:

According to the article in the ” international journal for multidisciplinary

research” dr Arohi anand “brand recognition represents the consumer’s ability to
identify or recognize a brand when exposed to it or its associated cues. it is the
consumer’s familiarity with the brand and the ability to differentiate it from other
brands in the marketplace. Brand recognition is often tested by presenting
consumers with brand elements such as logos or advertising materials and
assessing their ability to correctly identify the brand”

Brand recognition refers to how well can consumers identify a brand when presented
with visual or verbal clues, such as logo, color chart, or advertising.
it helps build familiarity with the audience and maintain their trust, when they
recognize that brand they are more likely to choose it when shopping. For example,
a brand like McDonald’s can be recognized with its golden arches. brand recognition
is all about making the brand stand out in the market.

These two different types of brand awareness provide insights into how consumers
perceive and interact with the brand. To establish a strong presence on the market
and influence behavior in the marketplace, brands strive to archive both aided and
unaided brand awareness and improve their brand recall and recognition.

d) e-reputation
according to philippe boistel and dimitri Laroutis (2019, p.104): e-reputation is
defined as the image, perception and reputation of a person, company or entity in
the digital environment, resulting from information, opinions, comments and
evaluations available online and that can influence the public perception of the entity”
e-reputation also known as online reputation or digital reputation, refers to the
perception and opinion of a brand or an organization, as according to to it is
represented online. It includes everything that influences consumers opinion on the
internet, including social media, reviews, blogs and other digital platforms.

Customer reviews in one of the key components that could improve or destroy a
company's reputation online, these reviews could be found on big platforms like
google, yelp, tripadvisor. every comment weighs heavily on the consumers minds as
these are mostly none deletable.
The same goes for social media except comments and reviews on media platforms
are more manageable and deletable engagement and interaction helps building a
positive online reputation as well as positive comments and shares.
One of the many things that improves the e-reputation is recommendations and
mentions by influencers, especially celebrities and industry leaders, this can boost
the credibility and reputation.

brands that want to keep a clean reputation online have to be vigilant and present,
always keep an eye on scandals that could ruin the brands reputation. monitoring
and managing e-reputation helps identifying negative situations but proactive crisis
management can create a positive impact .
It is important to build trust and credibility with potential customers and partners as
people are more likely to purchase from entities they perceive as reputable.

A good online reputation differentiates a brand from its competitors which will lead to
increased market share and better customer loyalty. and even facilitate future
partnerships and deals.

Conclusion
This chapter explores three fundamental aspects of digital marketing:
digital marketing, content marketing and brand awareness. The first part
highlights the importance of digital marketing and introduces its forms
and positive impact on business. As of today's age, being part of the
digital world is not a choice but a must .
The second section emphasizes the importance of content marketing as
a powerful tool to attract and engage people with useful and relevant
content. content marketing has proven effective with many advantages
like creating an emotional connection with the target audience.

The third section introduces brand awareness and its importance for
companies. visibility is the result of a good reputation, brand recognition
and customer loyalty. It plays a crucial role in influencing consumer
attitudes and behavior. high brand awareness can also provide a
competitive advantage by making the company stand out in the crowd of
products and the market.

This chapter demonstrates the importance of combining content

marketing, social media, and brand awareness in the company’s digital
marketing strategy. These elements are connected and dependant on
each other to achieve a strong online presence and attract customers.