Future Implications

 

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By Paula M Burke

Social media marketing continues to design great social channels to gain competitive brand equity in the social landscape. Trends indicate that companies will take a holistic approach to marketing by leveraging their relationships with consumers in real-time forums and live streaming videos. The methods to harness progressive social media will be centered around customer engagement (CE) through active listening and interaction. Branding will offer more integrative customer experiences. As many companies have acquired great profitability from highly engaged social media strategies, the consumer demands an active presence in the social ecosystem.

The key element to this success is found in the gravity of customer communication as a  play maker to the brand. Customers desire to be part of the company culture and adopt a brand pride for a specific product or service. The future advances await social networks as new technology through app development in mobile spaces become more seamless. The goals are to cultivate dynamic content for the greatest customer experience. Corporate branding that embraces technology and (CE) will gain high value proposition and competitive return on investment (ROI).

Brand-Building-In-A-Hi-Tech-World.jpgFuture implications project that real-time communication with brands on their social channels will continue to be a valuable commodity for brand equity. A recent brand study was conducted to measure performance from social media engagement and influence on Facebook brand pages. Data was compiled to evaluate the role of consumer gratification with over 400 people participating in a printed survey format (De Vries & Carlson, 2014). The findings show that consumers that have positive brand relationships engage in word of mouth (WOM) referrals staying enthusiastic to the brand. Brand pages that utilize quality content in a 2-way communication model with real-time dialogue retain customers for long-term product loyalty.

240_F_87303365_vNIOUTOmoewDe7Fzijj91pJi5QyoTuAF.jpgKeeping customers on a loyal track comes back to basics; customers wants, needs and preferences. The company branding programs must have synergy to the customer goals through progressive relevant content. The direction for branding in the future will continue to place its value on how consumers will embrace awareness of the product or service gaining brand power (Keller, 2013, p. 43).

Digital assets  will unify the brand by building an authentic content archetype in the form of live video streaming through storytelling expressing the voice of the customer (Daye, 2014). Customers are looking for ways to build trust and have control of the brand decision making. With the help of new innovations in technology products will enter the market in intelligent platforms through voice recognition and live video for customer personalization.

How can companies meet these goals today and in the future? The best way for companies to harness this effort is to create a social advocacy program among their employees inside the organization. Content shared by employees amplifies the brand encouraging customer participation. Messaging will continue to direct customers to the brand and this will have far reaching benefits to companies that embrace the conversations (Holmes, 2015).

References:

Daye, D. (2014, June 26). Brand storytelling strategy workshop series. (Retrieved from http://www.brandingstrategyinsider.com/2014/06/brand-storytelling-strategy-workshop-series.html#.VtNhbIfrjjo

De Vries, N. J., & Carlson, J. (2014). Examining the drivers and brand performance implications of customer engagement with brands in the social media environment. Journal of Brand Management, 21(6), 495-515. doi:http://dx.doi.org.ezproxy.snhu.edu/10.1057/bm.2014.18

Holmes, R. (2015, December 9). 5 trends that will change how companies use social media in 2016. Retrieved from http://www.fastcompany.com/3054347/the-future-of-work/5-trends-that-will-change-how-companies-use-social-media-in-2016

Keller, K.L. (2013). Strategic Brand Management. Upper Saddle River, NJ: Pearson Education, Inc.

 

Viral Marketing Tactics

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By Paula M Burke

For companies looking to energize their brand awareness a holistic and refreshing approach to simple and unique content plays out in viral video marketing. Viral marketing is the rapid sharing of an idea that contains a marketing message about buying a product or service (Yeoman, 2014).

Let us take a look back on Super Bowl Sunday just three weeks ago. Many of us between making great wings and dips to game watching caught some of the most eclectic cast of characters. Some of these funny ads include the puppy monkeybaby, mini hulk vs. ant-man, love of a truck and then a whole host of celebrity sightings. Viral marketing  generates a mental buzz that spreads to many viewers to reach back to the video for entertainment and product appeal. It is playful and organic in its content keeping viewers engaged and sharing in the hashtag connections. The marketing initiatives offer a cheeky humor that does not always promote the product exclusively but the story tells the tale.
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Differentiation

 Evian  and Fiji  

Social Media & Real-Time Marketing Strategies

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According to the Beverage Marketing Corporation packaged water will continue to be a high demand product preference for consumers (BevNet.com, 2015). Evian and Fiji luxury water brands are in a push to raise up their social media marketing engagement. They each strive to package their waters with environmentally friendly bottles and give back to their respective foundations. What about brand engagement for both companies? What company is socially engaging with customers through real-time marketing with high accolades for brand advocates (Solis, 2010)? The answer is both companies. Each brand is reaching high to integrate real-time media marketing with social strategies. Continue reading

Brand Practices

Business people build company brand The American Marketing Association defines branding as an experience or emotion that a person feels when looking at an idea or image such as a logo, design scheme or name of a product or service (AMA, 2014). There are successful elements to branding that offer a high recognition from people viewing a particular nonprofit cause or mission statement building a sense of pride for the organization. A brand is a powerful component of what makes the non-profit organization equitable to a particular location with aspirations to expand raising more brand awareness. Continue reading