Don’t let your brand be a social outcast. Especially in Seattle, NY, LA, and Portland
It used to be that brands sought partnerships with publications to publicize their offerings, host events or write about their products. And many publications did and still do an excellent job at providing these services to help promote a company’s products to specialized audiences. However, the dynamics of buying and selling has shifted the power from the media over to the brand and consumer.
Now, in order to launch a new product, a brand needs to extend its identity in many more channels and to many more audiences. Thus in addition to promoting itself in worthy publications, a brand must have a strategic digital marketing strategy, a solid list of target–and often splintered–consumers, and a multitude of social networks to engage them. Many marketing activities are now direct-to-consumer instead of company-to-consumer. In fact, new research predicts that spending on Internet-based marketing is expected to overtake print ad budgets in 2010 for the first time. For these reasons, traditional media is now adapting to this new marketing reality.
Today’s savvy consumers will respond to a brand that speaks to a need they have identified, resonates with them on an emotional level, or solves a problem that they maybe didn’t even know existed. Brands today are actively harnessing social media platforms to create content and communities to find their brand loyalists or advocates. Once identified and engaged with, brand advocates do the marketing campaigns for them. These brand advocates might enter an online contest to help name a new product or create a new food flavor that then gets produced and distributed. They may select music they want to appear in a videogame. And they can decide to tell all of their friends and networks about how they have taken control of their brand relationships in this new marketing paradigm.
The new model of targeting brand ambassadors is about two-way, open, social engagement and not just top-down and inside-out pushing of products. It is as much from the outside in–from consumers back to the brand. While most brands are implementing social communications programs using one or two social platforms, only a handful are thinking holistically about managing communications across all media and touch points. The requirements are now to communicate who you are as a brand and what you stand for through social media in a far more consistent, strategic and global way. After all, unlike traditional media, online content and experiences are inherently open and accessible everywhere around the world.
RoryMartin.com helps clients educate their markets and build brand awareness while winning and retaining customers with engaging and impactful websites and web marketing. We offer a comprehensive set of services from website design and web development to search engine optimization and search engine marketing and social media marketing.