With the onset of the Internet era, consumers are turning to the web for product and service information, reviews of like-minded people and user ratings before making a purchase decision. This trend not only empowers the consumer, it also places them in a position to make or break a brand.
1. Be attractive
You can attract the consumer’s attention towards your brand by being ubiquitous. This can be achieved by first determining the target audience for your brand based on research of their demographics, and then by ensuring your brand is where your audience is through digital marketing such as display advertising, social media ads, email and text messaging.
Of course, consumers do have the choice and the power to completely ignore you if they choose to as they can switch channel while ads are running, set up spam filters, online ad blockers, etc. However, this creates a greater need for a brand to be attractive and keeps marketers from sticking with just one form of digital marketing. Switching strategies and tactics up is crucial and there are many choices and platforms open to the marketers; one just needs to identify and evaluate them accurately.
2. Be interesting (pull advertising)
Just capturing consumer’s attention is not enough; brands need to arouse the consumer’s interest and make them curios. A smart digital marketer will anticipate the needs of the consumer even before the consumer can elucidate them and place itself at the right platform where the consumer can find his product easily. Being at the right place at the right time and enabling social interaction is important. Blogs, interactive portals, search and review portals all enable the correct placement for specific business and aid the consumer to find your business as per his/ her needs.
Furthermore, with search engine optimisation you can bring forth your brands name through web pages – website and blogs, internet links, interesting videos and banners.
3. Be talked about
Creating a buzz about your brand and getting opinion leaders to talk to about it not only enables it to be in the limelight, but also garners trust. Reaching out and interacting with your consumers is easier than ever and can work to your advantage. Social media and interactive platforms help to create and retain interest in your brand, make your consumers feel that their views are valuable, and increase word of mouth referrals.
Jessie John is account manager at Mans Media
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