Archive for February 25th, 2015

February 25, 2015

Fuzzy Brand: Rebuilding Brand Equity

In our work as a digital marketing agency, one of the most common declarations we hear from prospective clients is:

“I’m spending the same marketing dollars yet my brand equity is increasingly diluted.”

Every time we hear this phrase we hurt a little for the client. But we smile on the inside because before us is a client that we can help. We can help them overcome the cumulative effects of changing consumer behavior that are driven by technology, the resulting fracturing of the media marketplace, and the ages old issue of “doing the same thing over and over again and expecting a different result.”

The brand message becomes diluted resulting in reduced brand equity – a widely suffered malady known as Fuzzy Brand.

Here’s why some brands are experiencing diminishing awareness and significance as well as some prescriptions to cure fuzzy brand and rebuild brand equity:

1. Media use has fractured.
The same money spent in the same places is most likely producing diminishing results. Television used to be the de facto mass reach medium. First the networks, then cable television and the 1000-channel universe. Terrestrial radio was followed by satellite radio and then internet radio. Add online and mobile smart phones and there are infinite programming possibilities and platforms of distraction for consumers. Brand activity must now happen across the right mix of platforms and aggregate audiences that use each medium in a unique way.

2. Interruptive marketing is not an effective stand-alone strategy.
Television is still relevant. But how it is used and extended in order to continue brand engagement off-platform is critical. For instance, a portion of each campaign could include an interruptive message that includes a clear call to action. The same campaign could include video content that the user is invited to view based on his or her preferences. This is usually facilitated through social media and inbound online discovery. A common faux pas would be to use paid interruptive techniques to deliver content marketing initiatives.

3. All media should be measurable.
More than just ratings points, creative, where appropriate, should include calls to action that can be validated and lead to solid paths of monetization. Read: Impact the bottom line. Every channel can and should deliver measurable results.

4. Traditional should coordinate with Digital.
Multi-platform campaigns should consider in-program and content initiatives that promote interaction of the audience with the brand, offer strong calls-to-action, collect data, and allow conversion to sale, and create traffic to bricks and mortar stores, where applicable.

5. Engagement for engagement sake is B.S.
Engagement is a buzzword among coffee shop social media experts. But the truth is that engagement is only worthwhile if it’s leading somewhere. Furthering the brand conversation is nice, but how does this activity convert to a sale? The brand benefits from engagement, with a purpose.

6. The media mix is probably out of alignment. Every marketing strategy is different. However, if you are spending the same proportions of your budgets in the same places as five years ago, your media mix needs immediate assessment.

Avoid the effects of Fuzzy Brand.

If your customers are asking you where your brand went, it’s time to make some changes. Your strategy-driven digital marketing agency will help you understand the environmental changes that have challenged your product or service. They will help you coordinate all of your media activity. And they will work with you to realign your marketing strategy and tactics in a way that will dramatically improve your campaigns and rebuild your brand equity.

Suffering From Fuzzy Brand?
Call us on 0706 549 511 and we will send you more information on remedies for Fuzzy Brand.

February 25, 2015

Monetizing digital media: creating value consumers will buy

Here are a few ideas about how to bring about a truly digital media house:
1. Show leadership
2. Harness talent
3. Champion digital through structural change
5. Invest in innovation – strong R and D team
6. Measure and be measured
7. Manage customers better
8. Provide digital information that sustains citizenship and civil society

February 25, 2015

We want news on the phone – and that means reinventing the TV news channel

Million views a day

When, as is likely the case by 2020, the TV in the corner of the room is a screen which can take any internet-delivered service, the difference between an online video stream and a continuous broadcast channel disappears for the consumer. Not for the producer, however, who has to measure the cost of satellite and terrestrial distribution infrastructure against delivery via the internet.

This was the logic which drove the BBC to make BBC3 a web-only, iPlayer led service. It seems unlikely, as the use of on-demand media players grows, that it will be the only channel to do so. For video news content, how about an app on a mobile device or TV set that aggregates the latest packages filed by newsgathering – personalised to your taste, but with the three things that you really need to know about, ready in a bulletin whenever and wherever you want it. Not waiting for the news-wheel to turn to the top or bottom of the hour.

Broadcasters might, as al-Jazeera announced recently, integrate online and TV. AJ+, they say, is “for the generation connected to the real world” – an online network of short videos aimed at a younger audience to rival Vice News.

They can drive their online video through relentless interaction with users which has made RT (Russia Today) the most successful news channel on YouTube, clocking a million views a day.

News consumers are turning to mobile devices – for short clips or text rather than live streams – and the age profile of those wedded to their TVs continues to grow older. Which makes it odd to think a linear broadcast channel should be the heart of your news service in the digital age.

In TV news, if you didn’t already have a 24-hour channel – you’d probably invent something else.

February 25, 2015

What Are The Four Questions That Will Define Your Company?

I’ve read a lot of books on business models. My observation is that many categorize business models into four types:

1. What key decisions get made in a business?
2. When are these decisions made?
3. Who is empowered to make decisions?
4. Why these people make the decisions they do?

Use “The Risk-Driven Business Model” to Reinvent Your Business