Brand Marketing Through New Media Channels

April 10, 2014In Branding4 Minutes

Brand marketing has changed dramatically over the last few years. New marketing channels such as social media and online advertising platforms now require businesses to adapt and change their strategy. The old branding strategies that have worked in traditional media channels no longer apply in the digital world. Here are some of the ways in which you’ll have to adapt to make your brand marketing work.

1. Be Transparent

People want to know that they’re talking to a real person. Rather than stand behind a logo of your brand, it’s a better idea to set up representatives for your brand. For example, rather than blogging through a corporate voice, you want to have a representative with a transparent bio to deliver your message. Even the biggest corporations have switched to this approach after finding out that it results in increased trust and authority.

2. Focus on Customer Experience

Whether you want to admit it or not, customers will speak about their experience with your company. If they have a bad experience, they will make it a point to let other people know about it. At the same time, if they have an outstanding experience, you can expect more business to come your way through word of mouth via online media channels like social media, blogs, and review sites. That’s why you want to focus on delivering a customer experience that people will speak positively about.

3. Aim For Results

Rather than trying to get your message out there, you want to make sure that your message is effective. To do this, you want to see what kind of results your branding is creating. Find out what is getting your followers, referrals, subscribers, and sales. Although branding has traditionally been about awareness, you want to make most of the fact that you can accurately measure your metrics in the digital world. Try to test campaigns and find out which ones bring you more leads and sales as opposed to what you think may impress.

4. Create a Conversation

The web is no longer about finding information but rather sharing information. That’s why it’s more effective to facilitate a conversation that relates to your brand than trying to push an agenda. Many brands get this wrong by focusing too much on themselves. Instead, you need to think about what is interesting, valuable, or entertaining to your audience. From there, you can start thinking about how to tie in your brand into that conversation.

5. Presentation

The presentation for your brand can create immense results. Everything from your web design, content creation, videos, to advertising campaigns should reflect the positive aspects of your brand. A lot of focus on UI and UX has also been placed on design in the last few years for a reason. People respond to great experiences and intuitive designs. They respond more favorably when they are presented with designs that are optimized to these standards.

The way branding is implemented has changed in new media channels. You need to make sure that you keep up with the trends and breakthroughs. There are too many examples of lesser-known brands that have taken market share from brands that were well established in traditional media due to creative digital branding. The lesson here is clear. Not adapting to new media channels is a mistake that can lose you a competitive edge.

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