Brand engagement in the digital age

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The different ways we are able to communicate with consumers is evolving at a pace that is staggering. New tools emerge almost daily and others fade into irrelevance in the blink of an eye. But one thing is certain, the digital age has dramatically changed the opportunity to effectively engage, connect and inspire real action among our target audiences.

Content is king

One size doesn’t fit all in today’s fragmented digital world. We all consume content differently, yet we all look for what interests, informs or entertains us the most. And that’s less a function of the channel, than it is the type of content and delivery. Creativity, relevancy, immediacy and credibility play a key role. Think of where you turn to learn, share or simply smile – Blogs, Twitter, Facebook, YouTube, Pinterest, LinkedIn, Google+, Instagram, Infographics, Webinars – to name a few. Your customers are no different. Their choices are abundant. So remember, content is still king.

Mobile is transformational

With technology booming, we are always ‘on’. Literally, and figuratively. We sleep, eat and transact with our phones by our side. Gone are the days where multi-channel marketing required a visit to a store or purchase on a computer. Ultimate convenience and sales are a tap away. Currently there are over 115M smartphone users in the U.S., with 2012 spending exceeding $24B in mobile commerce sales – 11% of total ecommerce sales, and growing (source: Internet Retailer). Mobile presents a vast opportunity, as long as the experience is optimized. Mobile works best when integrated with social networks to deliver value and targeted offers, simply based on indirect user activities like check-ins or visits to a location. Consumer context is key – whether geo-targeted, user-preference based, or behavior driven. Additionally, the experience you create is paramount, from prioritizing information shown on the device to ensuring that the checkout process is seamless. Mobile is truly disruptive and transformational – and it’s in your hands.

Data is power

The world of digital advertising is based on sophisticated data collection and profiling. But digital advertising is no longer a science – it involves science. Data has revolutionized the way we reach our targeted customers and ensures that the content we present is relevant – from behavioral targeting, remarketing and look-a-like profiling – to the advent of real-time bidding on ad exchanges (also called programmatic advertising) – allowing every impression to be cost effective and placed in front of the right person, at the right time. This approach extends to RTB mobile and video as well to ensure advertisers have control over their entire advertising campaigns. But it’s not just the effective delivery of campaigns that comes from this rich data, but the insights gained once implemented. Data allows advertisers like you to see what variables are most effective – from content types and websites visited to location information and user interests. From this analysis comes the best targeting opportunities – who is likely to respond to specific messages at specific times. Data really puts the control back in your hands.

Some things haven’t changed

We know it’s easy to get caught up with all the new shiny digital tools at our disposal – to entertain, involve, educate, share… But it’s important to remember that the backbone of great content and creative remains the same as it was before the advent of all this technology. Truly understanding your customers and the emotional connection that is key to reaching them. The specific channel is less important than the relevance of the content that inspires them. So as you start to think about your next brand or marketing program – think less about the tool or platform, and more about who you’re trying to reach and what’s important to them. Then let old-fashioned consumer insights and creative thinking guide the way.

One thought on “Brand engagement in the digital age

  1. You’re right. Who knows what tomorrow holds?

    But your last point is most important. Regardless of the channel or tool, understanding how to make that emotional connection is key. Ultimately, it’s the only thing that really matters.

    Eric

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