How To Understand The Shift Towards Brand Engagement
As the global economy currently remains in recession mode, savvy marketers have been tasked to optimize their advertising investments to measure every expenditure down to the penny. This shift has forced brand evangelists to become innovative, think strategically, and constantly evolve to the changing environments of their customer’s online behavior.
Here are just a few shifts that are taking place deep within the online marketing ecosystem.
It’s All About Brand And How Brand Converses With Customers
Gone are the days of push and pull marketing where the clear intent was simply to gain new customers. The online world has evolved into a living, breathing organism where organizations must change their form in order to foster business in a new climate.
Brands are now being positioned as enabling platforms where the focus is to GIVE current customers and potential clients space to freely interact with the company in a fun and engaging way. Brands that add measurable value to the marketplace will find loyalty by creating social platforms based entirely on the user’s interests and they also buy views on TikTok for their marketing campaigns as well. This strategy works best when companies wrap their brand around a sense of community or worthy social cause where the business is the outcome but not the front end focus. The sharing of knowledge, cultivation of community, and the creation of experiential marketing experiences will serve as the framework for success.
Many of these undertakings demand no obligation whatsoever on the part of the potential customer. If the focus is on relationship building, the outcome will lead to brand loyalty and active engagement with the companies products and services over time.
Content Becomes A Distributed Commodity
What we are seeing is that content is becoming fragmented and complex and has evolved over the web to take on a life of its own. A comparison would be like a wave that is formed in the middle of the ocean. Once the wave is formed and makes its way towards the shore it is interrupted and broken apart thousands of times before hitting the beach. Modern, digital content acts the same way and is becoming highly dispersed throughout many different websites, blogs, social networks, widgets, and the like.
This is an important consideration because the origination point is no longer the central focus as it has been in the past. More importantly, a framework for the consistent and viral distribution of content that cultivates the corporate brand is taking center stage. This evolution is pushing advertisers away from building million-dollar microsites and toward tactical innovations that revolve around specific needs. Consumers can access content from the platform of their choice. Our job is to make sure that content is always in front of them in all of its highly fragmented forms at all times.
Conversation is King
The ability to engage customers in conversation is one of the hallmarks of the social “media verse.” By finding the right conversations and then engaging the discussions in a way that adds real value in a non-sales way will win the Brand big points. There is in fact a way to drive additional sales, boost client loyalty, increase education, and reduce operational expenditures. It’s called conversant online conversations with a specified outcome of brand loyalty.
Measurement Will Fuel Social Media Investments
Currently, hundreds of technology firms are offering different social media tools and services. They are seeking to inform media strategists on the ins and outs of buyer behavior. The adoption track of measuring digital media that is tied to real business value is finally becoming a reality. As an industry, we have moved far beyond basic web and campaign analytics. Marketing firms are now able to monitor the entire customer life cycle with significantly more accuracy and then track the correlation between traditional, digital, and commerce channels and customer conversions.
Measuring engagement and just how deep customers end up going with the Brand is of utmost importance. We can see that Social Media is an ever-evolving species that needs to be examined on a regular basis for new, emerging forms of life.