In today's fast-paced, constantly-evolving business environment. a brand strategy is important to reflect the company's beliefs, personality, and promise to customers. A strong brand identity will help a company stand out from its competition, win over loyal customers, and achieve long-term success.
Brand marketing is always evolving with new technological development, changes in consumer behavior, and shifts in market dynamics. In this blog, Allen Marketing Communications, Inc. explores the trends that are now reshaping Brand Strategy Marketing Services to help companies stand out from the competition.
Creating Customized Customer Experiences
Personalization is key in brand development marketing. Brands must provide customized experiences that connect with each individual.
Brand marketers are using cutting-edge technology, AI and data analytics to understand demographic profile of customers, past purchases, browsing habits, and even social media interactions. The insights are extremely invaluable to help brands connect with their target customers. The days of using generic marketing strategies are over.
Brand strategy marketing offers a wide range of customization possibilities. Personalized email newsletters are an effective tool to target certain client segments with relevant content, discounts and special promotions.
Brands are able to make personalized product recommendations by examining client browsing and purchase data. To provide a seamless and customized browsing experience, brand marketers can develop interactive websites and mobile apps to change content and offers depending on unique user profiles.
User-Generated Content (USC)
User-generated content (UGC), content generated by the customer, has emerged as a prominent trend in brand strategy marketing in the era of social media. Brands are now embracing and utilizing UGC to expand their audience, establish credibility, and build brand ambassadors.
60 percent of marketers agree that authenticity and quality are equally important elements of successful content. And there’s no other content type that’s more authentic than UGC from your customers. (Source: Hootsuite)
USG also helps with the word-of-mouth recommendations by showing potential buyers that actual people have positive experiences with the goods or services of the business.
Brands can leverage USC by holding contests, by developing branded hashtags, or by including customer tales and testimonials on a company’s social media platform and website.
Through the influence of their peers, this trend not only improves the brand's relationship with current customers but also draws in new ones.
Marketing With A Specific Purpose
Consumers are looking for brands with similar values as their own and for companies with a track record with corporate social responsibility. It is important to have a strategy that goes beyond making a profit and showcases the companies’ sincere commitment to advance the common good in their communities.
Purpose-driven marketing goes above and beyond conventional marketing tactics by including a deeper purpose that connects with customers on an emotional level. It also conveys the brand's vision, core principles, and social impact and shows companies stand for something bigger than their products.
A company builds an emotional connection with its customers and fosters brand loyalty over time when it publicly demonstrates its dedication to a cause. Research shows “brands with a purpose frequently do better than those without in terms of retaining and gaining new customers.”
New Applications of Social Media And Influencer Marketing
Social media and influencer marketing are becoming extremely important to enhance brand awareness. Companies must regularly review their tactics to stay abreast of new features and enhancements on the social media platforms.
Influencers are more important for businesses 1) they help with word of mouth awareness 2) they have dedicated followers 3) their posts can build awareness for a product or service. It is important for brands to negotiate multiple posts from influencers to maximize the expo.
Promote Diversity, Equity, And Inclusion
During the last couple of years, companies have made Diversity, Equity, and Inclusion (DE&I) policies a priority especially as it pertains to their staff and hiring practices. In terms of brand marketing, DEI has become an important message in marketing campaigns to reach multicultural audiences and to capture their share of market and share of wealth.
Research by Adobe revealed that “61 percent of consumers said diversity in marketing and advertising was important to them, and that 38 percent of consumers were more likely to choose brands with diverse marketing campaigns over those without them. These trends appear to be here to stay, as Gen Z places a strong emphasis on racial and gender diversity in marketing and anticipates brand participation in social equality discussions.” (Source: thinknow)
Brand marketers should consider DE&I when developing the visuals and messages for your marketing campaigns since users prefer to see commercials and marketing campaigns that reflect the variety of the world around them.
Brands that embrace these trends and use them to build genuine, customer-focused experiences are well-positioned to win in today's competitive market. Brand Strategy Marketing Services from companies such as Allen Marketing Communications, Inc. will help companies capture share of market, share of voice and share of wealth in their industries.
By Joanna Allen, chief executive officer, Allen Marketing Communications, Inc.