Branding has changed. Is your brand keeping up?

Copyright Marco Verch

In the digital age, how consumers engage with brands has changed considerably. This has meant that many of the brand advertising strategies that worked well in the past have now become somewhat obsolete and unsustainable.

Let’s face it: brand loyalty just doesn’t exist anymore. Consumers are far more promiscuous when it comes to brands. Their choices have expanded exponentially, and, in the digital age, their ability to research through all stages of the buying process, right up to the moment of purchase, is literally sitting right in the palm of their hand.

The days of brands ploughing the majority of their budgets into mass media channels to build brand awareness are over. Nowadays, mass media is only one small part of the puzzle. Touch points have changed in both number and nature, and this has required a major rethink around where and how consumers are spending their time, and what sort of stimuli they are best reacting to.

So, what do consumers want now?

Consumers still want a clear brand promise and an easily understandable offering of value. What has changed is when they are most open to influence. In order to understand this, brands need to be aware of the process that their customers are going through, what the different touch points are, and how they can best interact with them at different stages of the process.

For example, purchasing a new car is no longer as simple as seeing an ad on TV and then heading to the local dealer. Modern day consumers want real value, and a reassurance that the vehicle that they choose will both suit their needs and best reflect who they are. To identify the best match, they source and absorb information from multiple channels such as product reviews, sponsorships, endorsements, events and associations, to name but a few. Importantly, channel selection needs to carefully match different stages of the buying process, such as awareness, interest, desire, excitement and so on.

How do brands meet this challenge?

Based on having an understanding of their customers’ buying process, successful brands are designing and implementing multi-channel strategies that addresses the different identified touch points. By successfully employing this method, they are keeping their customers on track and gently guiding them towards a purchase in their direction.

If you would like to know more about how a multi-channel brand advertising strategy can assist your brand, then please contact us at Mark 2 Creative.

(Girl using smartphone in cafe, laptop in the background by wuestenigel licensed under Creative commons 4)