In the digital world, brands are moving beyond traditional media and tools to become prominent in the complex and competitive market landscape. New-age brands are using social media to foster connections with consumers. It has become a powerful tool for conveying great brand stories online and generating meaningful consumer engagement.
Social media is supposed to herald a golden age of branding. In a short time, he became the key to
unleash the hearts of consumers and the potential of the brand. That said, the proliferation of screens and
The rise of social media has crowded the social media space. Therefore, masses of
emerging and established brands are battling to be heard among a herd.
Understand the product, the brand and the consumers
Today, consumers look beyond products. They try to find a brand philosophy and values to resonate with.
While being on social media, brands need to understand consumer expectations and align their offerings with brand purpose. It also reflects how brands are realigning their strategies and shifting from a mere promotional attitude to a conversational, community-driven practice.
Personalize the customer experience
New age customers crave human interaction and no longer fall into sales or marketing traps.
According to a study, 71% of customers expect companies to provide personalized interactions. To
To stand out in the crowd, brands focus on creating positive touchpoints to engage customers through personalized content. A popular example of this would be all those app notifications that we keep getting throughout the day. Just add their name, location markers, or captions influenced by my city’s weather for the user to take a second look.
Communicate brand values and ethics
Since brands are part of this large social community, they should take an active part in
share social responsibilities and align themselves with causes close to their target audience. The brands are
take advantage of real-world opportunities with important events like World Water Day, International Day of Education, etc. to communicate their values and better connect with their audience. For example – Since Pride Month is a high point for June, many brands have leveled the narrative this year and taken a very strong stand for their beliefs.
Choose the right influencers
In this ever-changing world of social media, brands need a voice to cut through the digital noise. By finding the right influencers, a brand can track progress, and with community building and co-creation being a key social pillar, many brands have moved away from simply selecting influencers with the most followers. On the contrary, we have seen the growing popularity of micro and nano influencers who understand the brand vibe and create content in sync with the brand. For example, one particular brand has caused a stir among millennials and Gen Z consumers by championing narratives of inclusivity and body positivity and building a community of thousands of influencers or young marketers, as we let’s call.
To stand out in the saturation of social media, brands need to continually measure their performance, understand understanding of their users’ mindset and preferences, and keep working on creating content that creates connection. There is no set model or approach that can be taken as a rule of thumb, it is about observing and innovating.
The opinions expressed above are those of the author.
END OF ARTICLE
“Dazed” System: As the bulldozers roll, the upper courts look almost dazed. They have to answer
As India bustles about burning trains and buses as part of an army recruitment program, China quietly rolls out a new aircraft carrier that wows the west
Modi and BJP at a crossroads: After Nupur, tensions between the party’s grassroots wish list and GoI’s political agenda are more acute
Baptism of fire: the army pension needs to be pruned. But Agnipath protests show future soldier anxiety needs better answers
India needs Agnipath, not pensionpath
The bulldozers only stop with a reprieve: in Prayagraj and elsewhere, demolitions without due process are illegal. The courts must intervene forcefully
Murmu & BJP underlings: It’s not the Adivasi vote, which the BJP is already getting, but the party’s broader political discourse around the marginalized that explains its choice of presidential candidate
English-Vinglish, Hindi-Shindi: India does not need a national language. Also, Hindi is growing and English is no longer elitist
To be truly presidential: 21st century India needs a president who will be the guardian of the conscience of democracy
Burning Question: Why is it so easy to burn trains? Because the RPF is effective, local police coordination is lacking