In 2013, marketers will be focused on the integration of traditional and digital marketing. It has been established that digital communications of all forms are important and here to stay. So now marketers have to plan communications across a wide variety of new and traditional channels. And, digital is no longer just Facebook marketing. Marketers will be making decisions on how to use SMS, e-mail, mobile apps, Facebook, Twitter, Instagram, Pinterest, LinkedIn, paid search, SEO, and other emerging channels in addition to television, radio, print and outdoor. To navigate these decisions and use theses tools effectively, marketers must understand their customer’s perspective on these tools, and craft a unique customer media experience strategy for their category and brand. The strategy must take into account the customer experience throughout the entire sales funnel, building on the customer relationship after the sale and providing customers opportunity to promote the brand through referrals.
Over the past two yeas, Kompas Strategy has been working with organizations to provide an in-depth understanding of the changing role in media in consumer’s lives. We will reveal some of our learnings over the next several blog postings. The focus today is on branding:
1. In the World of Integrated Media, Branding is More Important Than Ever:
• Brands consumers’ love will win out over those who buy their attention. Customers who have a strong attachment bond to your brand are much more likely to voluntarily promote your brand, and this form of promotion is much more effective than promotions earned through promotions.
• Consistency in brand management across all channels is critical. All team members and agencies must be aware of the brand iconography, personality and positioning and provide a consistent customer experience wherever that customer engages with the brand. We build a Brand Kompas brand management tool for our clients to help them manage brand communications.
• The organization must maintain control of the brand. This means that all forms of consumer messaging about the brand be monitored. Be careful with your approach to managing consumer posted content. Some brands have erred in being overly heavy handed in squelching good humored videos and postings that were loved by their faithful.