▷ Six Success Factors for Brand Communication

Consumer demands for brands and products have changed. Goods are expected to become available more quickly and easily. On the one hand, brands must offer added value, but they must also embody values ​​and demonstrate attitude. This demanding attitude is also reflected in media consumption, where people want to get information and entertainment quickly and in a diverse way. On the other hand, advertisers are facing an increasing endearment of media channels…

How can brands and consumers continue to coexist in this new world? We introduce you to six success factors for future brand communication and show you, using practical examples, the positive effects that a comprehensive communication strategy can have.

1. Data, but well used

The needs and media use behaviors of different generations have never been so diverse, and a personal approach is becoming increasingly important. This is why relevant data is needed to reach the right target group, especially in the context of the GDPR. This means that in the future, data will have to be generated at very different touch points between consumers and the brand. It then comes down to processing this amount of data using global models and analytics in order to successfully integrate it into media strategies.

2. Diversify sales channels

As media consumption, usage behaviors and the possibilities offered by new media channels evolve, we are currently experiencing a shift in distribution channels. Direct-to-consumer marketing, social commerce, delivery services 2.0 or of course the metaverse are just a few examples of the many new opportunities for brands to engage with their target group.

important prerequisite Brands should be open to new emerging sales channels and individually assess where these new options best fit.

3. Brand importance

Ballantine bottle display
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The brand as an anchor in consumer consciousness becomes more relevant. On the other hand, the ever-increasing supply of products and services makes it imperative to stand out from the competition. On the other hand, consumers are increasingly making their decisions based on brand identification. To succeed in creating a lasting brand, you have to make it feel globally, physically, digitally, by combining the two or by positioning yourself authentically within the framework of social themes.

4. Understand your target groups more than ever before

Today, to be able to effectively penetrate the target group, one must fully understand it. In fact, the requirements and expectations of different consumers regarding their brands are more diverse than ever. The evolution of channels is amazing and the younger generation is adapting to new channels much more quickly than the older ones.

At the same time, age variance also applies to content, so on many topics, Generation Z is very different from Millennials or Boomers. A differentiated approach is therefore necessary and goes beyond simply selecting appropriate media channels. To reach the right target group these days, proper design of the platform and target group is also crucial.

5. Overall effect planning

Because cookies are no longer 100% functional, channel widths are constantly changing and requirements for target groups vary, effective communication planning is no longer possible without measuring overall impact. Testing and learning methods are interesting in this context, because they make it possible, for example, to test new channels without having to abandon safe, proven methods for a long time. In this context, global attribution models work for direct attribution of performance variances, brand linkage, and KPIs.

6. Leverage efficiency

In addition to selecting the appropriate channels, it also makes sense to make a regional differentiation. In fact, the use of channels is not the same everywhere at the national level, which is why it is worth moving on with the regional analysis. Important factors are, for example, regional reach, target group distribution, intensity of competition or strength of brand KPIs in different regions. So brand communication can only unfold its full impact if the media, content and target group are also coordinated regionally.

conclusion

Brand communication is not an easy task, it is important to fully understand the current market development to succeed in it. Choosing the right channel of communication will be essential in the coming years, especially with the advent of Web 3.0 and metaverse.

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