Dune London - Brand Communications Guidelines

DIGITAL MARKETING • DIGITAL ADVERTISING & PR

Digital Advertising & PR Digital media can effectively and affordably support brand and business objectives, especially if linked to an ecomm site, as it drives the customer through the customer journey. This section provides some best practice principles for the key digital advertising channels that can help increase brand awareness, engagement and conversion, including:

Paid Social

•

Display networks e.g. GDN or YouTube

•

Affiliate links

•

Search PPC

•

Remarketing tactics

•

Digital PR

•

• 3 rd Party ecommerce Creative guidelines and template design files are available on Duniverse for most digital advertising formats. Dune Marketing should be consulted for those that aren’t.

It is the Franchise partner’s responsibility to: • Select the most appropriate and cost-efficient digital media for the market. • Fund and manage all digital PR and advertising, including KPI and ROI measurement. • Artwork all creative for digital advertising and PR in line with brand guidelines. • Ensure the required creative is available and that usage rights are always respected. • Employ a specialist to manage Performance marketing for owned ecomm sites. • Ensure the correct tracking and coding is applied to analyse key performance metrics. • Provide Dune Marketing with a digital advertising strategy and KPI’s on request. • Adhere to these guidelines at all time to protect brand positioning.

129