Brand growth in the era of fragmentation and hyper-information
Nowadays, media fragmentation is a reality, as well as increasing levels of advertising that targets specific consumers. Thus, brands face a great challenge as they seek to engage their audience and build a brand through advertising.
Brands are striving to make their advertising unique; remarkable in each creative endeavor and adapted to each medium, yet also consistent across all the different points of contact. The work done by agencies, advertisers, media, researchers and insights teams truly works when, in times like this, at the heart of communications is a great, relevant idea.
A brand story is not limited, then, to an encounter with a great TV ad, a spectacular video on YouTube, or a loyalty contest in social media. We must think about building ideas that support future brand goals, not in isolation, but defined, created and thought out from the lead medium where the idea originated, in order to adapt that content to creative efforts that complement and support the achievement of those goals. According with AdReaction, a global study conducted by Kantar Millward Brown, a correctly integrated and adapted campaign can lead to an increase of 57 percent or more of brand health indicators.
Three things to consider when defining campaign efficiency with the aim of brand growth and, ultimately, business growth.
- Stop worrying about the short- and long-term effects. Good campaigns of all types create a predisposition to choosing a brand today for the first time, tomorrow as a repurchase, or in the future due to a craving or need. Actually, creating lasting brand memories or impressions leads to demand, and if the product, service or brand are properly activated, available and tied to the purchase cycle, a campaign will surely improve the likelihood of purchase.
- Do not flood consumers with everything you know about them. Let consumers get to know you so you can really connect with one another; allow your consumers to understand your values and your purpose; be honest, and connect from the understanding of the biggest of all universal truths: for any relationship to exist, interest must be mutual.
- Forget the isolated online and offline worlds – today there is just one world. People are hyper-connected to their devices but not always entirely receptive to receiving messages on them. Reaching them through different media and generating a range of experiences is important; create outstanding, inspiring or useful content and people will want to see it and share it.
This topic, then, is not limited to media or its fragmentation, and with advertising reaching saturation point; the question is bigger: how to effectively connect brands with people.