How Technology has Changed Branding

Over the past few decades, branding has been revolutionised by the slow and steady introduction of new technology. Traditional advertising no longer has so much power on its own, and is now much more potent when blended with carefully selected digital channels.
The modern consumer spends so much time online that modern brands have no choice but to figure out how to engage them across a multitude of different platforms. Otherwise that brand’s days will soon become numbered.
But rather than seeing this as an insurmountable challenge, the ever evolving marketing department embraces it as the wealth of opportunity it is. Consumers are now directly accessible and capable of engaging in discussion with a brand, something that has great power in the right hands.
A good example of this is brands’ Twitter feeds. Companies are now hiring Social Media Account Managers (or somesuch version of the job title) to entice, engage and interact with customers online, giving customers that lightning-quick response that they’re come to expect.
Viral marketing
This really is the golden ticket. If you can get something to go viral, it can be viewed by literally hundreds of thousands of people within a few hours.
Look at BBC Music’s recent release. They got countless well-known artists to participate in a new recording of ‘God Only Knows’ by the Beach Boys and released it to much acclaim. Within hours, the video had been viewed around 300,000 times and, at the time of writing this article, that figure stands at 7.5m million views within just a couple of weeks
Of course, not all campaigns will reach this kind of audience, but the kind of content that does end up going viral never fails to surprise. So it’s fun experimenting!
Be heard, be seen
Of course, the downside of all this opportunity is the chance that you can easily become lost in the noise. The trick with digital marketing is to stand out and make sure that your content is targeted at the right people. There are myriad ways to achieve this: affiliate marketing, social media, email campaigns and application development, to name a few.
Creating a successful digital marketing strategy is all about clearly defining your target market and then figuring out how best to engage them, and that’s the topic on all digital marketers’ minds.
Valuable feedback
Digital technology also offers brands crucial information about how their customers are feeling. By using the multiple channels available, companies are able to tap into their customers’ wants, needs and, most importantly, issues with how the company is conducting itself.
If a company harvests and uses this information appropriately, it can quickly turn them into a customer-pleasing powerhouse.
Get on board
New technology has changed the way that consumers interact with brands and if you’re not yet taking advantage of the opportunities that this presents, it’s high time you did.
Which digital marketing strategies do you have in place?
Posted: 17/11/2014 12:29:41