strategic rebranding and increasing brand engagement€¦ · • big data and analytics – not...
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Strategic Rebranding and Increasing Brand Engagement
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• Simplicity – Ease of information and connection access – Intentionally designed around each stage of engagement – Driving changes in brand identities
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• 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
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• 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)
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• 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
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• 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
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• Messaging Apps – Apps are back – 36% of smartphone owners use messaging apps – Increases brand access and relevance, driving sales – Must add value
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• 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)
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• Video and Moving Images – Increased use of infographics; projected to increase brand
awareness by 12% – Significant increase in not-for-profit annual reports
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• 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
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• 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
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• 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
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• Data Security – It IS a brand issue – Invest time, effort and technologies to protect your consumer data
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• 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
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• 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
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• 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
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• Invest in and expand your visual assets • When appropriate, pay attention to packaging
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