13 December 2011 2 Comments

Brand marketing: Keeping with the changes.

Author: yinkaolaito

Yinka Olaito is happy,excited and passionate Communications & Media specialist, Trainer and speaker. Yinka Olaito helps Profits and Non-profits with effective communication and positioning for premium service delivery and returns. Yinka Olaito also has special interest in Development Communication and has consulted for noted UN Agencies. Yinka Olaito is the CCO of Michael Sage Consulting(Communication/digital media), African Child Education Right Initiatives(NGO) and Content Director, Africa Development Talk( online Platform for discussion on Policy, Governance, development across Africa) and Africa Foundation for Young Media Professionals

Landscape of marketing is changing in a disruptive manner. Whoever thinks it will go back to the traditional practice needs a rethink. Marketing terrain will never remain the same. All we need to do is to understand and take advantages of the new phase we find ourselves.Brand marketing, changes in marketing trend, brand communication, social media

Today, it is no longer news; customers do not follow the regular pattern they used to follow a few decades ago. They want better education, interaction with other customers and their choice brands. A wise brand marketer does not just fold hands and watch as events unfold. They take time daily to properly understand today’s customers; flow with the trends and bring out best options that guarantee brand’s profitability.

Of all the tactics that can work, effective, strategic and highly interactive communication process is one of the fastest routes to excel in brand marketing. If brand marketers must keep with the changes, here some thoughts

Listening, listening and listening: it may look like an old song, but my fear is that many brands are not listening or watching the handwriting on the wall. I am particularly concerned about our banks and other financial institutions here. Because of the little changes introduced by the Central Banks, many genuine customers who had been old timers are treated as likely suspects. It is time to listen to customers’ mood when they are making demands from customers who have been banking with them for over five years. If after five years, some Account officers still could not defend their customers before their bosses who only sit inside the Air conditioned rooms, one begins to wonder what the future holds for such banks and their staff.

Make your website/central hub a highly helpful resource: for many brands, their central hubs have a lot of flashy and aesthetics which only appeals to the eyes but they seem not to help many online researchers much. While designing brand’s central hubs, knowledgeable personnel from Marketing, Corporate communications and Public Relations should be given a say. This becomes helpful because they are the people who interface with customers. There is need to create comment, Q&A section which can helps customers in making right decisions in its favour. To add to this, it will be good to use your central hub as data capturing tools. We know this is hard work except if the brand has anything of value that can serve as bait.

Establish strong relationship with influencers: Brand marketing is no longer a solo run. No brand will thrive well without influencers’ support in the new marketing era. Heavy budget on advertising without influencers’ support will amount to nothing.

Being social and impact of helpful content: in addition to the above, brands must learn to become social. A part of being social is to consider continuous creation of great contents and building strong interaction with customers wherever they are. Position of a chief content creator is now important in either marketing or corporate communication departments. New marketing strategies are depending heavily on this method. When you listen, read moods of customers in every platform, content will help you connect and direct them to your side.

What is your opinion? Do you have case study that has helped your brand? Share them with the community.

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