At the risk of sounding old-fashioned, I am going to turn to a concept from a few decades ago “loyalty is more important and costs less than notoriety”, to support a little reflection on the digital experience of brands. For years, most of the marketing budgets were invested in the generation of notoriety, mainly through conventional advertising, while being aware that the money invested in acquiring a new client used to cost double or triple that build loyalty. This thankfully seems to be shifting to a consumer-centric approach in the form of experience. However, this paradigm continues to be the big question in most organizations: how to reconcile policies and investments in recruitment marketing, loyalty, experience, etc … But that is another question for which there is still no one mathematical answer.

The reality is that many things have changed in recent years. Just a decade ago, notoriety was directly associated with traditional ad spend, which was and still is expensive. For the youngest, I remember that Facebook, YouTube or Twitter did not exist, and Google was a small company that took its first steps in the form of a “simple” search engine, in fact it had not suffered from rebranding. Mobile phones were devices that “only served” to call, people were informed through newspapers “on paper” and the news on radio and television.

Today, thanks in part to all these companies and many more, and innovation, notoriety has apparently become cheaper. To the point that large and small brands and advertisers have significantly reduced their investments in “traditional” marketing – to clarify the concept “traditional marketing of the 20th century” because channels such as digital or mobile  Singapore phone number list   from my point of view should already be considered ” traditional / conventional “for any company – allocating a greater proportion to marketing new environments and digital tools. The reality is that funds for the construction of brands and products are being transferred to new environments and channels of lower cost more effective, consequently more profitable. Such an approach would be not only simplistic, but also a mistake.

The reality is that, as in everything, virtue is in balance and, of course, in general terms, the ideal is to maintain the weights depending on the activity sector, the type of company, etc. It is obvious that the strategy to be followed, for example, an electricity company must differ substantially from a mass consumer company, such as Coca Cola, or one whose business model is supported on mobile or the web, such as Airbn.

Obviously, from my point of view, I do consider the presence in new spaces critical for brands, but through reflection and a strategy based mainly on the consumer experience. By “experience” we mean creating something that stands out, that is special and memorable to the consumer. This could mean using technology platforms to enhance the brand’s consumer experience. This experience should not be based exclusively on content or creating beautiful campaigns that generate interaction, however fashionable it is, but on providing something useful, being relevant and listening to the consumer.

The reality is that the so-called engagement, generated for example in social networks, counts more and costs less than the notoriety that most companies have relied on in the past. Without understanding this, the important thing is to ask yourself: am I doing the right thing so that people are attracted to my brand? The reality is that this question implies rethinking the way of relating to the consumer, putting it at the center. It is time to stop talking about yourself, the brand or product, and start talking about what really interests the consumer, what happens to be empathetic and listen to them. Creating a brand and obtaining customer loyalty, without a doubt, involves including them in our strategies, listening to them and responding to their real needs. In this sense, the direction of the new environments has become key, It is no longer about advertising or giving a lot, but about providing something relevant to the consumer. Which, in short, implies the creation of a new strategy where the company transmits a seductive, human and unique discourse that links it with its consumers.

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