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It’s estimated that nearly half of American’s make New Year’s resolutions. While considerations range from health and fitness to debt elimination to career advancement, a common thread always remains – a tradition of self-assessment intended to stir ambition for improvement and establish a course of action.
Doesn’t your brand deserve this type of attention? Absolutely. And since brand considerations may be tougher to identify, here are a few thoughts for improving brands in 2010.
Make Measurement a Priority – Aided by the shift to digital, communication measurement has, and continues to, advance in providing insightful data previously unobtainable. What started solely as an investigation in to what communications were being consumed has quickly evolved to include how these communications were being received. And now cross vehicle enabled analytics are able to piece together the “who” part of the equation. This connecting of data enables specific consumer profiles to be generated, providing positive implications for finding customer look-a-likes outside of current brand reach. Better audience segmentation allows for a more targeted message certain to achieve improved results.
Measurement shouldn’t be a post communication deployment consideration only. Understanding medium measurement and corresponding consumer behavior prior to adoption is essential. Don’t let your brand fall into the trap of making decisions based on averages when the data exists to segment the ideal space for your brand.
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Emphasize Engagement, Not Awareness – Developing communications enabled for consumer interaction emerged as a significant trend in 2009 and will continue as an emphasis 2010. Brands should continue to expand their reach in social media and mobile marketing, especially affinity brands. These platforms provide an access, convenience and, in some cases, utility unachievable by other media vehicles.
Through elevated brand access and better representation of brand persona comes an increase in consumer engagement, which ultimately enhances the likelihood of peer-to-peer endorsements (i.e. “fanning” a brand on facebook). When engagement is emphasized, awareness becomes a by-product.
Move Past the “Tried and True” – Brands making the biggest impact in 2010 will do so through non-traditional marketing activities. Traditional marketing still has significant value, but as consumers continue to venture away from traditional spaces, new and innovate communications must be developed to reach these individuals. Success here requires a commitment to researching new technologies, understanding their utility and finding the insight for applying new communication strategies.
So what improvements will your brand make in 2010? Feeling the ambition to plot a course of action? Here is a final tip to get started. Find a partner to share the load with. Objectivity and accountability lead to success.
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