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Ensuring Your Brand Marketing Remains Agile And Up To Date

23 October, 2015 - Source: AgencyUK

All brands must evolve to survive and thrive. People today don’t always consider office working hours, because they’re “always on” and expect companies and brands to be the same.
  • Agile Brands
    Agile Brands

Whether your company operates in a business-to-business environment or has a direct to consumer proposition, by keeping your marketing plan flexible you will remain relevant.

So if you want your brand to appear agile and up to date, there are a few things to first consider:


1. Your brand should work hard to get you on your customers shopping list. Your brand is about informing choice. Don’t forget this, and put this at the centre of your marketing strategy.


2. You must acknowledge that today everyone is a digital consumer, whether they actually buy products online or not is irrelevant; they will browse and consume information online on a daily basis. So put the digital consumer at the heart of all your marketing communications.


3. People no longer follow a linear journey when responding to advertising. TV ads drive online brand search, direct mail encourages people to conduct online research, and a website can drive telephone calls. Every touch-point now crosses over, and they all present an opportunity to deliver a great brand experience.


4. Creativity is as vital to a brands lifecycle as it was in the last century. Be creative, be surprising and always be relevant.Injecting creativity to become agile and up-to-date:


The most successful brands have already got the basics right, such as answering the phone in 3 rings and designing web payment systems that are simple, functional and standardised.


But to be a brand leader you need to delight people. 


So once the basics are in place the next step is about delivering experiences that exceed your customers’ expectations. When these opportunities present themselves it’s important to seize them and do something surprising.


You can identify these opportunities by designing and managing your customer journey in the following way:


1. Plot your customer journey, identify every touch-point where they can have an interaction with your brand, be it online or offline.


2. Separate the parts of a journey that need to be functional and systemised. These might include e-Commerce payment gateways, call centres, customer services forms.


3. Review the touch-points where you have the opportunity to surprise your customers and delight them in new ways by injecting a bit of creativity.


This might be through advertising, on the website, through social media. It could even be the way customers track their orders. Many companies have delighted customers by garnering their feedback and using it to better their services and overall experience, then telling them about it! Dell have been all-stars at this in the past.


Remember the opportunity to be creative doesn’t just reside in your advertising campaign, it can manifest itself throughout your organisation.


Watchouts when catering to the “always on” consumer:If you’re continually looking for ways to inject creativity by reviewing and updating your touch-points, then you’ll soon realise you’re becoming agile, staying up to date and embracing change.


But there are 4 rules to follow when catering for the “always on” consumer:


1. Don’t feel that lots of new content on your blog is the only way to keep front of mind. This is a myth. Disseminate news and articles socially and through email that are interesting and relevant. Quality over quantity applies here, and great content will often be resurrected. So put everything else in the bin.


2. You should encourage people to engage with your brand in public if they wish to. They may already be there having the conversation. Taking part doesn’t mean you have to build and manage a formal social media community. Do it on your terms. Keep it simple and relevant.


3. Avoid new tech fads. Remember Groupon? Choose things that make a positive difference to your customers’ lives, then select the best technology to support these initiatives. Don’t let tech drive your agenda.


4. Accept that all your marketing communications now works together. For example TV advertising is linked to search, which in turn is linked to social and pr. You can’t do one without effecting the other, so plan it out, and make sure your activities are coordinated.

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