Traditionally, brand marketing has consisted of two primary foci: creative campaigns and reliable media planning. By combining these strategies, companies were able to deliver an acceptable marketing campaign that would effectively convey their brand’s message while enticing new potential consumers. However, with the continued expansion of digital marketing, social media, AI, and virtual/augmented reality, the once-predictable formula for success has not only had to shift–it’s had to be completely rewritten. So how does one effectively overthrow their current marketing formula in order to maintain a modern, successful brand?
First, assess current formula components.
What pieces of your current brand continue to work and what appears to have become stagnant? How is your brand being conveyed to consumers within your target demographic, and are those tactics still effective?
Consider evaluating each piece of your brand as it relates to your general marketing strategy and the specific tactics that influence its overall strength. Assess specific brand components such as the compatibility of your website (e.g. is it mobile-enabled to ensure the best possible user experience?), your logo (be honest–when’s the last time you tested it among your target consumer base?), and your overall brand message (does it still make sense from a consumer-centric marketing mindset?). Question your current media outreach strategies, and their overall effectiveness to share your brand in today’s competitive market (e.g. is your audience driven more by social media or tv ads?). By determining your current strengths and weaknesses, your company creates the opportunity for growth and innovation, while ensuring each creative- and media-based component within your formula is performing at maximum effectiveness.
Second, evaluate the role of data.
How does your brand measure success? Do those analytics reflect the information your company needs to improve future marketing efforts? Are there any holes in your current data collection that are inhibiting the effectiveness of your current formula?
In order to modernize your company’s current brand marketing formula, make sure to emphasize the importance of programmatic and data integration by adding these essential components to your current strategy. Focus on building a data-driven brand while developing the most up-to-date best practices for data integration, supplementation, and conversion. Keep in mind that, while the addition of programmatic and data to your company’s overall brand marketing formula can cause a necessary shift in your company’s overall goals, processes, and behaviors, the overall results from these transitions can only create positive, modernized goal alignment moving forward.
Finally, mobilize your new formula.
As Google emphasizes, once your company has effectively updated your brand’s general marketing formula, make sure your marketing, digital, media, and agency team members all have a seat at the campaign table in order to determine updated objectives, insights, and overall strategy. (This will provide your company with the best possible opportunity to reach those brand goals.) By integrating well-rounded representation from your company’s diverse teams, your new formula can more effectively translate into new, innovative campaigns that have maximum opportunities for success.
While overthrowing your company’s current brand marketing formula may come across as intimidating, the benefits associated with doing so are undeniable. As the worlds of marketing and advertising continue to advance in new, competitive methods, companies must be able to update their current strategies to not only flex with the times, but also ensure they stay relevant among an unforgiving consumer base. So now’s your chance–strike out that traditional model, and dive into the modernized realm of data+creative+media. We’re here if you’ve got follow-up questions.