Strategic Rebranding and Increasing Brand Engagement€¦ · • Big data and analytics – Not...

Strategic Rebranding and Increasing Brand Engagement

2

•   Simplicity –   Ease of information and connection access –   Intentionally designed around each stage of engagement –   Driving changes in brand identities

MarketShare Brand Trends

MarketShare

3


MarketShare

4


MarketShare

5

•   Personalization –   Personalize outreach to preferred interests, needs and actions of

different prospects – different messages, different channels –   Captures interest more effectively –   Begins making an H2H connection –   For many companies, formalized into lead nurturing plans


MarketShare

6

•   Big data and analytics –   Not just for large corporations anymore –   Highlights consumer insights and better predicts needs and

engagement patterns –   CRM tools dominate (Hubspot, Salesforce, Pardot, Oracle CRM and

Nimble)


MarketShare

7

•   Social selling –   Nearly two-thirds of American adults use social networking sites –   62% of all American adults are on Facebook; 31% are on Pinterest;

28% are on Instagram –   Metrics matter – shift from vanity metrics (e.g., views and

impressions) to tracking engagement (e.g., comments, shares, leads and sales generated)

–   Social listening


MarketShare

8


MarketShare

9

•   Mobile and Location-Based Marketing –   More searches are performed on mobile devices than computers –   Location-based goes beyond retail; creative uses, such as for

association annual meetings


MarketShare

10

•   Messaging Apps –   Apps are back – 36% of smartphone owners use messaging apps –   Increases brand access and relevance, driving sales –   Must add value


MarketShare

11

•   Video and Moving Images –   According to Cisco, consumer Internet video traffic will make up

80% of all Internet traffic by 2019, up from 64% in 2014 –   Major brands shifting budgets from traditional advertising to digital

video –   Live video streaming takes hold (e.g., Periscope, Veetle, Ustream,

Blab, Twitch)


MarketShare

12

•   Video and Moving Images –   Increased use of infographics; projected to increase brand

awareness by 12% –   Significant increase in not-for-profit annual reports


MarketShare

13


MarketShare

14

•   Generation Z Consumers Have Arrived –   Born mid-to late 1990s up to 2010 –   Grew up with digital technology –   More financially conservative than Gen Y peers –   Independent-minded, socially responsible, embrace diversity –   Shorter attention spans


MarketShare

15

•   Employee Advocacy on the Rise –   Content shared by employees gets 8 times more engagement than

content shared by official brand channels –   It’s all about trust - consumers trust recommendations from real

people more –   80% of consumers will buy from companies they trust and 68% of

them will recommend them to a friend or colleague –   Supports thought leadership strategies


MarketShare

16

•   Customer and Content-centric Organizations –   Leading brands are reorganizing their operations to center around

customers –   Restructure departments and functions based on customer

experience and innovation –   Emergence of Chief Digital Officers


MarketShare

17

•   Data Security –   It IS a brand issue –   Invest time, effort and technologies to protect your consumer data


MarketShare

18

•   The age of the customer – focus branding around the customer experience

•   Plan for customer experience at every brand touchpoint along the customer journey

•   Keep your sights on long-term relationships, not just short-term goals

MarketShare Brand Implications

MarketShare

19

•   Concentrate on emotional branding to build powerful connections with your stakeholders

•   Clarify your positioning and messaging •   Emphasize differentiation •   Make connections meaningful and quick •   Use visuals


MarketShare

20

•   Emphasize brand engagement over brand awareness •   Brand immersion trumps brand reach •   Be selective about the channels you use – it’s not about

more, but about the right place at the right time •   Personalize for greater engagement •   Be authentic – don’t exaggerate


MarketShare

21

•   Invest in and expand your visual assets •   When appropriate, pay attention to packaging


MarketShare

Strategic Rebranding and Increasing Brand Engagement€¦ · • Big data and analytics – Not...

Documents

Transcript of Strategic Rebranding and Increasing Brand Engagement€¦ · • Big data and analytics – Not...