In today’s extremely fast-paced business world, advertising is more important and complex than ever. While it may seem impossible to break through and reach today’s tech-adept and demanding consumers, allowing yourself and your brand to evolve with the times is still possible. This requires leveraging brand expressions into a comprehensive strategy that fosters long-term loyalty to your products.
Today, you should have a much more expansive view of how you and your company interact with consumers. In this case, branding isn’t just what name or logo you choose for your products. Today, many companies do much more to effectively communicate with consumers through what are known as brand expressions.
In general, this can refer to anything you put out into the internet, airwaves, print or other advertising medium regarding your brand. It can include things as diverse as blog articles, social media influencer posts, video advertisements run on YouTube, physical mail and more.
Successfully utilizing your brand expressions requires coordinating everything your company puts out regarding its products in a way that elicits the same core components. If a brand message, for example, put out by a social media representative, does not reflect your values, it could undermine your product. Today’s consumers are much more cognizant of these contradictions than consumers of the past, and stark contrasts in brand messages that contradict your stated goals, missions and values could hurt your reputation.
Today’s consumers are also used to more varied and captivating advertising campaigns than those from several years ago. Today, if you want to succeed, you should try to create truly
immersive advertising. Great choices include options such as:
• augmented reality
• virtual reality
Augmented reality refers to user experiences in which their view of the “real world” is augmented through the addition of computer-generated graphics, audio or other stimuli. A watch company, for example, could use mobile apps to allow consumers to view how a wristwatch would look on their wrist through the view of their smartphone screen. This would be accomplished using the smartphone’s camera feed to produce a view of their wrist in real-time with the watch added via the graphics provided by the app.
Other options, such as gamification, virtual reality and NFT marketing, can be just as exciting. Gamification can help keep consumers engaged for the long term since they now view consuming your product as if it were a game. Accruing points through a loyalty program with gamification elements can help ensure that each consumer using that app spends more in a shorter period of time than they would otherwise.
Gauging the success of a modern advertising campaign means correctly tracking specific statistics regarding the success or lack thereof of your ads. On digital platforms, this is easier than others, where metrics such as ad impressions, click-through rates and conversions into paying customers can be tracked in real-time.
While increasing your ad impressions, click-throughs, and conversions can be difficult, it can be done by ensuring that you are targeting your ads on the most relevant internet content. This involves choosing the correct search engine keyword terms and phrases for your ads to be served on. If you don’t know what users would actually search for in Google, Bing or elsewhere to find your products in your industry, you should certainly do some research to find out.
Increasing your “impression share,” the times your ads actually appear on relevant search results, may also require spending the proper budget on pay-per-click advertising. Overall, you have to spend money to make money in advertising, and that’s no different when it comes to the internet.
Navigating marketing in today’s fast-paced climate can be quite difficult. Succeeding requires tracking your efforts and experimenting with new platforms such as augmented reality and even virtual reality. Try to create ads that are both engaging and immersive. If you do so, you may be able to hook a completely new customer base into your products for the long term.