As consumers are online more than ever, especially in a post-pandemic world, brands need to adjust and adapt in order to thrive. In a recent blog, we discussed how brands need to follow new rules of marketing  with the “new normal.” This includes looking at your marketing mix.

 

Social Media in your marketing mix

 

It’s no surprise that social media continues to grow, with over 3.6 billion people using social media globally, and projected to increase to 4.41 billion in 2025*. We spend a great deal of time online to stay connected with each other and to keep track of brands.
Now you might be thinking, “I’ve got this. Social media is definitely in my marketing mix, and I have my brand all over social media. My customers will have no trouble finding me online.” Right?
This is where businesses can miss the mark.
Being discoverable is great, but more importantly, being known is the key to success.
How do you go about being known in the new digital landscape? Let’s start with the basics, Branding.

 

What does Branding have to do with this?

 

Even though times have changed, Branding hasn’t. While everyone knows what a brand IS, no one stops to think about what a brand DOES.
A brand represents an emotional and psychological relationship with your audience; it is authentic and driven by its value; it is an identity that forms the driving force of your marketing.
In line with the increase in social media usage, your brand needs to stand out from the crowd. That means you need to nurture brand growth to drive sustainable demand.
Studies show that after following a brand, consumers continue to engage in various ways*, including

  • 91% visit the brand’s website or download their app
  • 89% will buy from the brand
  • 85% will recommend the brand to a family or friend

But, that’s just the start, your brand needs to put the customer first, or you risk losing them. The top reasons consumers ‘unfollow’ a brand is due to poor quality product or support (49%), poor customer service (49%), and irrelevant content (45%)*.

So, what are some ways to build your brand?

 

Collaborative Branding

 

Teaming up with other brands in tough environments can help you thrive and survive. For example, many food businesses forged partnerships with Uber Eats and other delivery platforms to quickly adapt to lockdowns and even increase sales, offering partnership deals, promotions, and free delivery. Research suggests that Australians are now spending three times more on contact-free online delivery services than before COVID*.

 

Emotional Experience

 

Appealing to emotions can help your brand grow because you are forging the connection between the experience of your brand, and the actual use of it. With 90% of consumers’ purchasing decisions being made subconsciously and 50% of a brand experience being based on emotion*, you need to ensure that your audience has a strong emotional connection with your Brand. For example, Coca-Cola delivers a happy and harmonious brand experience, using visual imagery and doing product activations that are all associated with happiness and joyful occasions.

Remember, marketing is still a function of  branding, but let’s not forget which should come first. Branding sets you apart and keeps you centered in the consumer, the key to survival and success in the new normal.

Time to reassess branding in the marketing mix? We can help. Get in touch with your team today.

*https://sproutsocial.com/insights/social-media-statistics/
*https://ubernewsroomapi.10upcdn.com/wp-content/uploads/2021/04/Accenture-Making-delivery-work-for-everyone-1-1.pdf
*https://hbr.org/2015/11/the-new-science-of-customer-emotions