Why Does Brand Awareness Really Matter?
A brand is something that is identified as unique to your company or business. In the e-commerce world, your brand is typically showcased via your company’s logo, its name or the slogan that it uses. Many companies have popular catchphrases that are associated with their specific brand such as Nike’s just do it, McDonald’s I’m loving it, Disneyland’s the happiest place on earth, or BMWs the ultimate driving machine. These are internationally Recognized, Respected and Remembered. The 3Rs of marketing slogans are crucial to the success of the company’s ROI, retention and customer satisfaction. But when it comes to brand awareness, slogans are but one cog in the wheel. A catchphrase, or a jingle is a great way to embed your marketing message in the minds of your customers, but it’s only the start.
The dual-goals in all cases are the same: Grow market share and increase brand awareness.
During a marketing blitz, the driving force behind the advertising initiative is the creation of a favorable impression among customers. This is geared towards generating sales, customer retention and customer satisfaction. Repeat business is especially important with many e-commerce websites, so it is imperative to understand the psychology behind brand awareness and drive the message home as proactively and intelligently as possible. The Internet features hundreds of thousands of substitute products and services, and a plethora of websites all competing for the attention of customers. A marketing campaign must be designed in the most effective way possible by building brand awareness and then customer loyalty. When it does this, it becomes a winning solution on the web.
Building Brand Awareness from Scratch?
But how do you build brand awareness if yours is a new company? First of all, awareness is needed and this is done through the communication of your company’s vision to the mass market. A multi-track approach can be adopted to market this message to the target audience. Banners are either static and text-based, or dynamic and comprise multimedia-style marketing content geared towards maximum user engagement. In this vein, marketing messages sporting video content often will generate far more successful outcomes than text-based marketing alone. If your marketing message is successful, your company will be the first to come to mind when a consumer is looking for a specific product or service. This top of mind awareness state is the overarching objective of marketing initiatives. In much the same way as a search result on Google, Bing, Yahoo or Safari results in your e-commerce website listing on the first page, top of mind is your goal with customers.
Digital technology is one of the most important resources available to you. Social media sharing and mobile messaging are the most effective means of building brand awareness and loyalty among customers today. Mobile phones are akin to extra appendages on our person today – nobody leaves home without them. A marketing campaign that is able to reach users wherever they go via mobile is a successful marketing campaign. This is especially true if you have already sown the seeds of brand awareness. A strong reputation is paramount, and if your customers like your product or service it can go viral in no time at all.
Using Video to Elicit Emotional Reactions
The most effective way at communicating with customers is video. Research has shown time and again that marketing initiatives utilizing smart video commercials or messaging are far more effective than static pictures or text ads. The emotional connection between customers and the marketing message is an important one and should never be dismissed. If customers feel a certain emotion towards a product or a service, it is likely to be embedded in their mind. Emotional marketing messages are widespread and are utilised for charitable organizations where pictures of starving animals or indigent children are designed to elicit a giving response from the public.
Marketing messages that feature ice-cold drinks on a hot summer’s day are equally effective in that we can relate to the feeling of quenching our thirst with an ice-cold drink. Statistics suggest that consumers purchase products based on how they feel about them. Generating that feeling is no mean feat. The world’s top brands seek to build strong customer relationships by seductive connections. These emotional connections are the only way to true brand loyalty. The way a business treats its customers goes a long way towards the way the business will be treated by them in turn. This is part and parcel of the emotional connection that is created and maintained.
5 Core Principles of Building Emotional Connections
The 5 core principles to establishing strong emotional connections with customers include the following:
- What business are we engaged in? The answer to this question should not be the actual business, but rather the business of satisfying customers by building strong relationships.
- Build strong emotional connections with brand identity distinguish your product or service from your competitors by resonating with your clientele.
- Develop long-term customer loyalty there is only one way that businesses can survive and prosper and that’s over the long-term horizon. A strong emotional connection between the business and the client does precisely that.
- Brand power develops brand innovation and to this end it’s important to leverage the emotional appeal of a company by providing upgrades and innovations where necessary.
- Short-term sales take a back seat to long-term customer loyalty because sales come and go but loyal customers are the best marketing resources a company can have.
What Has Changed Most in Marketing over the Past Decade?
There have been many innovations over the past 10 years, not least of which has been the meteoric rise in Internet marketing and communication. However, within the online world the greatest change has been the explosive popularity of mobile marketing and social media sharing. These two components go hand-in-hand and marketing departments around the world are leveraging these marketing mediums to the hilt. Mobile allows a marketing message to be taken with a user anywhere, everywhere, 24/7. Social media in Facebook, Pinterest, LinkedIn, Twitter, YouTube and others allow that marketing message to be shared instantly with countless others.
Combined, the mobile marketing social arena is the most lucrative virtual platform for getting a message to the mass market. This is true with Android-powered smartphones and tablets, and iOS-powered smartphones and tablets. Throughout it all, the quality of the message being communicated has to be A-grade. Information needs to be transferred quickly and efficiently and if the content is in video format, it needs to grab the user’s attention within 5 seconds flat, or risk being avoided altogether. The Internet of Things is here to stay and more home, vehicle and work appliances are Internet ready. Advertisers are using the phenomenal appeal of the Internet to get their message to market in double-quick time.