Branding in the Digital Space: Don’t Get Left Behind
Smart phones and tablets have users constantly in touch with friends via email, text messages and social media sites. Information is transmitted instantaneously at the click of a button and often shared by friends just as quickly. This digitally connected world provides is an unprecedented opportunity for advertisers to bring their brand to life in the digital space by interacting directly with their target audience.
Personify the Brand
The first step is to embrace the offline brand and give it a voice that consumers will identify as being true to the brand. What sentiment do consumers associate with your brand? Is there a specific message tied to the brand offline? The answers to these questions will help determine the tone of the brand’s digital voice.
Another way to create a digital personality for your brand is to think of it as a person. Would it be male or female? Younger or older? Funny or more reserved? What are the values and beliefs of this brand “person”? In essence, you are creating a character who will serve as the spokesperson for the brand, and getting it right is the key to building a successful digital presence.
Interact with your Audience
Once you find your brand’s voice, you need to communicate with your audience. Whether it be loyal customers or potential new ones, it is important to transmit a steady flow of information without overwhelming users. Keep the content brief and to the point. And most importantly, vary the content. With all the information being transmitted, users will ignore anything that is not engaging or different, which is the last thing you want. Get their attention, make them laugh or smile, cause them to stop and think. All of these reactions will lead to the possibility of that user sharing the information with others.
Another vital element is to make sure you are truly interacting with your audience. Communication is a two-way street, and you need to respond to your audience when they speak to you… even if it is negative. Whether it’s to answer a question or simply acknowledge a comment, a timely reply will go a long way in building trust and loyalty among users.
Call to Action
Online privacy is another issue that should not be ignored. Asking permission from your audience to engage them further can be the key to a successful campaign. Include a strong call to action for the consumer that clearly indicates the benefits of “opting-in” to email lists and text messages. And once they have agreed, the effort should not stop there.
Email and text messages should encourage the user to complete a transaction. Whether it is an online sale, use of a coupon or code at a retail location or passing on the information to their friends and family, the message should convey the benefit the user will receive by completing the transaction at that time.
So don’t get left behind. Find your brand’s voice, make it heard and build a truly interactive relationship with your audience.
Lori Goldberg is the CEO of TRAFFIQ, digital media solutions provider. She is a veteran of the media industry with 18 years of client and agency experience, the past 12 focusing on digital. Most recently, she was a Client Partner overseeing Razorfish's largest client relationships. As a Client Partner, she guided teams of specialists in digital media, search, strategy, ecommerce, creative, website content creation, user experience and technology. Before joining Razorfish, Goldberg spent six years as a VP, Account & Media Director with Initiative Media/ID Media, where she co-launched FastBridge, its interactive media division.