Instant engagement is the key to a brand’s success in the future of social media marketing. Creating that brand experience when a consumer walks into your store is one thing, and still extremely important, however creating that instant connection and experience with a potential Fan online is equally, if not more important.
Instant engagement marketing is not a new concept; however with the new Facebook its strategies are new. When a consumer sees an advertisement or walks into a brand’s establishment, that consumer will make a decision within 7 to 17 seconds. On F8, where simply hovering your mouse over a live-streaming status updates can give you instant access to a brand, I’m going to guess with confidence the decision to check out that brand is made within less than 3 seconds.
With the new update to Facebook, and the recent implementation of Google Plus, brand marketing is moving to different heights. Marketing teams and PR professionals are rushing to stay ahead of the curve, integrate these new updates into their advertising, and reevaluating marketing strategies. The game is changing, and it’s changing quickly, so how do you remain relevant in a constantly changing online world?
The entire world is talking about Facebook today. Many of them are grumbling, many of them are confused, and many of them are vowing to jump over to Google Plus. So, for the purposes of our short and sweet Friday article, let’s set the record straight on the new Facebook changes.
Yesterday afternoon, Mark Zuckerberg announced some huge changes that are coming to Facebook, some of which have already been implemented. The Facebook Ticker is that new addition you see in the upper-right-hand corner of your News Feed. This is a constantly moving stream of activity, a live streaming feed of everything that your Friends are doing. In time, this will be your quick connection to TV episodes your Friends like, music they’re listening too, and most importantly Brands that they are talking about.
The price increase was just the beginning of the Netflix rebranding strategy, a strategy that they have not only fumbled, but let the other team return for a touchdown. Let’s look past the fact that Netflix lost over 1 million subscribers after its price increase in August/September. Let’s also look past the fact that the company has lost half of its market value since July. Instead, let’s focus in on the companies reasons for tweaking its business model, and its rebranding marketing strategy, or lack-there-of.
Rebranding a Giant
When it comes to transitioning a brand giant such as Netflix, there must be a well researched, well thought-out, well planned strategy that includes segmented strategies for all possible scenarios. Netflix not only increased prices a few months back, but they have split their brand into two separate categories, with two separate websites, two separate customer bases, and two separate billing avenues for those customers. The brand that was once about affordability, instant access and usability has, in effect, told customers that they must go to two separate websites to do what they were once doing on just one site. They have taken their brand from simple to complicated, the worst rebranding that can be done.
Families have been buzzing about the recent Netflix price increases and brand changes. We’ve talked about rebranding your company quite a few times before. When Starbucks changed its logo a few months back, the industry was keen on pointing out how the change might affect the company’s image. However, when Starbucks tweaked its logo, it did not tweak its brand message or brand experience. Netflix, on the other hand, is taking rebranding to a whole new level and many are extremely concerned about the consequences.
Imagine developing an advertising platform and brand that generates revenue, increases brand equity and withstands the test of time. Now imagine that your brand has been added to the New York Madison Avenue Advertising Walk of Fame. What more could you ask for?
Walk of Fame
The Madison Avenue Walk of Fame is where the most influential brand message and icons are celebrated for their “courage, bravery and thick skin on the campaign trail in the face of tough competition,” according to AdWeek.com. On Madison Avenue, between 49th and 50th Streets, you’ll find this Walk of Fame where ad giants from the past are commemorated for eternity, immortalized on plaques and banners aligning the sidewalk.
As promised, today we’re going to walk you through the process of brand identity development. Where do you start? How do you create a unique brand personality? How do you revaluate the brand identity that you currently have? Many time, corporations and small businesses will reevaluate their brand message, taking a step back to be sure they’re connecting with their target audience. Other times, a new corporation or small business will need to develop their very first unique brand identity. Either way, the process is generally the same.
Step One: Identify Your Audience
Your audience has a problem, and you have the solution. The first step to developing your brand identity is to determine how to convey your solution to those who have the problem. Does your target audience have a serious, urgent and severe problem that needs a professional, respectable, certified and experienced solution? If so, your brand identity needs to be clean, polished, proficient, and convey the message of complete professionalism and reverence.
Building your business identity, your brand identity, can honestly be one of the most strenuous marketing tasks that you’ll ever undertake for one simple reason; this will be how the entire world views your product for a very, very long time. There’s a lot of pressure to make sure that your brand identity is developed with flexibility, creativity, trends, audience, and a whole lot more in mind. Can you do it on your own and go DIY with your brand identity? Sure, however we would strongly suggest against it. As Quaintise, we take on the philosophy that you wouldn’t ask a car technician to build you a home, why would you take on the strenuous task of developing your own brand identity?
There is no one who knows your brand better than you. You built the company from the ground up, turned a few customers into steady clients, and have held on as the economy has tanked. You’ve done some small marketing in print, maybe a bit of website development, and perhaps you’ve dabbled in Facebook. However, you’ve only touched upon these marketing techniques, and without knowing who your audience is, how they search for you online, how they interact with your product in life, and how you can reach them in unique ways, you are limiting yourself and your brand’s capabilities.
Without a supreme understanding of your target audience, you are running a marketing campaign completely blind. You might think you know your audience, perhaps their general age or gender, but if you can’t truly break it down, segment your audience down to the smallest increments, and then build a relationship with those increments; your marketing plan is lost.
We spend a lot of time on this marketing blog talking about statistics and the quantitative data; things that can be categorized, analyzed, and used in marketing proposals to show potential clients. However, for all of the charts and stats that can be shown, the true meat of any demographic analysis is fan relationships and brand reactions. Tactics such as sentiment analysis take a different look at how an audience reacts to certain brand messages, however they are limited by semantics and lose touch with the emotion involved in brand messaging. That’s where the true understanding comes into play.