At the beginning of the new decade, we are poised on the precipice of big changes when it comes to driving brand strategy for your company.
Looking to expand your company’s brand outreach over 2020 and into the new decade? Here are just a few tips to stay ahead of the pack in a rapidly evolving marketing environment.
1. Diversify your outreach
Diversification has been a sector buzzword for quite some time, but as we progress into 2020, the advantages of spreading your brand outreach through a range of marketing channels have never been more pronounced. The bottom line is this: if you want to grow your brand and attract more customers, you must reach targeted and general customers where they are. Although social media remains a vital piece of the modern branding puzzle, if growth is your goal, you simply can’t place too much emphasis on social media alone.
The leading United Kingdom business magazine Business Matters recommends a varied branding outreach strategy, bolstered by elements that include “a well-designed website, great social media across multiple platforms, digital PR, in-person networking and email marketing.” Plus, for most companies seeking to grow its brand, traditional media outlets such as print, broadcasting, and cable channels, still play a major role.
2. Integrate consumer-facing IoT
The Internet of Things (IoT) — the vast and diverse network of interrelated digital devices and smart machines that not only interact with but learn from one another — is ready to “revolutionize branding.” Or so says no less an authority than Forbes Magazine, which points to the data and control of IoT technology as a key tool for companies that have “blurred the lines between digital and brand strategy, effectively making them function as one, in many cases.”
In short, the IoT not only gives companies ample opportunity to grow and expand their branding operations, but it can be instrumental in boosting the brand unity and overall cohesion that is so key to success in the modern consumer sector.
Perhaps unsurprisingly, the tech-driven retail giant Amazon is positioned at the cutting edge of IoT-driven branding with network and product unifying devices such as the Amazon Echo. This year, Amazon announced three new wearable technology products (Echo Frames, Echo Loop, and Echo Buds) that promise to draw the average consumer even deeper into the IoT world.
3. Learn to use the full potential of Google to drive traffic to your virtual doorstep
Your online branding strategy may have be ambling forward with an official website and a few relatively well-managed social media pages. You may even have launched a basic search engine optimization (SEO) campaign. But if you really want connect with existing and prospective customers online, you must remain up to date with the ongoing developments of Google.
Facilitating over 90 percent of all online searches, Google is, essentially, the only search engine that truly matters. In order to make the most of Google’s tremendous potential, companies should engage a brand strategy agency with the expertise to use the search engine’s rapidly evolving policies and particular idiosyncrasies in order to optimize online content and drive SEO.
4. Leverage the power of branded apps
Branded digital applications are also a great way to expand and solidify brand loyalty. Industry giants such as McDonald’s and Starbucks have already learned the tremendous value of these apps, which can provide tremendous insights into the buying habits of customers. On the consumer side, Forbes identifies
“incentivization and gamification” as “two tried-and-true carrots” that can make branded apps irresistible.
Starbucks’ branded app, for example, offers discounts for devoted customers, provides an easy payment method for in-store purchases, and allows for the storage of gift card credit. In short, the Starbucks app has largely replaced Starbucks loyalty cards and similar physical branding outreach products.
No matter what form your branded app takes, it can serve as a powerful centerpiece for much of your brand strategy. After all, what can identify a loyal customer faster than an app on his or her smartphone?
To learn more
For more information about managing and growing your brand over 2020 and for years to come, you should consider contacting a brand strategy agency that can address the specific needs and unique attributes of your company and the business sector in which it operates. A forward-thinking marketing firm, Bigeye can help you chart a brand strategy that can take you through the new decade.