Category Archives: Brand Management

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CONTENT… MY USE OR MY SYSTEM?

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What is my apperception of this?

How is brand content, which now dominates marketing communications, managing to match its most engaging media?  And how does a key audience specifically use the content that the brand is communicating?  There is a prevailing truth now that making a brand relevant is as uncertain as our ever-changing technology.

An answer to these questions is not yet very clear.  Instead, brands are challenged to respond to the reality that it is hard to determine whether a consumer is engaged in utilizing technology or in self-systematizing content.

What then can brand management do to create more relevant engagements?   Are there effective ways to go beyond the quick-click, speed-reading, distracted- listening or watching of new content?  Who is in control of the content?  Do the social networks and media technology receive content, edit it, and make it personal, aka editorial, communicating it in their own likeness to others?  Or are they using content as a direct feed, pickup, and duplication of provided content, aka advertorial, from a myriad of sources?  Can the consumer tell the difference and does it matter?

We might also ask: Can a system be created that will identify the consumer who wants to and then does pass content on to others?  This is a big data-mining question for the brand.

The brand marketer now has to create content that will build engagement with consumers who can and will become the brand’s customers and content sharers.

An interesting term now being used in marketing is “apperception.”  This is a process whereby perceived values of a brand are related to the consumer’s past and present experience with or knowledge of that brand.  The new perception is added to the old perception, which forms a whole new apperception.  This new apperception can be the catalyst for new sharing of content between and among social networking and brand aficionados.

The goal is to develop a brand content driven system that aligns with the consumer’s system to receive and process new content.  This is our ongoing need to connect and establish relationships with our audience.  It is certainly giving us a lot to think about and process, as we ask:

Will engagement be enough?

Drawing by Art Winters

Drawing by Art Winters

 

Arthur & Peggy Winters co-teach SXB 200 Brand Marketing Communications for Image & Meaning and SXR 050 Intro to Branding: The Art of Customer Bonding.

GOOD THINGS TO DO FOR BETTER CONTENT

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Sometimes we need a checklist to remind us of what is important. In the new world of all things “Content,” let’s review:

➢ Emphasize what your products and services do to satisfy your customers’ wants and needs

➢ Don’t market based on YOUR own preferences and behaviors. Think / Be Consumer Centric! Develop and use the number one communications skill of –“I’m Listening,” which indicates that you care if you act on what you are hearing.

➢ Explore customer behaviors and lifestyles and shopper personas. How do customers self-define their personas?

➢ Have customer data that is not influenced by your mindset. This is the customer era – bottom up not top down.

➢ Rely on onsite research to deliver insights into content useful to customers. What will initiate their discovery that you/your brand can help them solve their wants and needs problems?

➢ Good marketing content begins in imitation and develops innovation. The innovation doesn’t have to benefit those who are not your target market. Create specific strategies to focus mainly on loyal customers.

➢ Create your ideas for interactions by engaged-with potential customers

➢ Plan to answer customer questions in Real-Time (or Close-time). Remember – “I’m Listening – hearing – and acting upon your requests.”

➢ Develop intriguing, fascinating, compelling content that draws consumers into your brand’s world. The sense of discovery will bring attention, interest, desire and action (AIDA still applies).

➢ Trust and transparency in content and actions are critical to maintaining a sustainable relationship with today’s customers

brand content Drawing by Art Winters

Drawing by Art Winters

What do we understand and what can we put to use from this review of some of the key elements of Content Marketing Communications?

Let us know what you think…

Arthur & Peggy Winters co-teach SXB 200 Brand Marketing Communications for Image & Meaning and SXR 050 Intro to Branding: The Art of Customer Bonding.

RELEASE the PRESS RELEASE? To Deliver SEO or Not to Deliver SEO? That is the Question…

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Up to this moment in “cyber news”, the press release has worked as a significant contributor to what we used to call journalism.  The press release was able to give reporters and editors at newspapers and magazines – print, and TV, radio — broadcast media an essential story.  Relevant information was the currency between news makers and news reporters.

Now, there are so many omni-media ways for the PR practitioners to reach their audiences:  blogs, tweets, social media, e-mail newsletters, webinars, et al.  And, in this cyber world, search engines provide another major tool for omni-information seekers.   The press release remains useful as always, if it is relevant in this new environment of Search Engine Optimization (SEO).  P.R. managers and marketing directors may possibly add “journalist” to their job descriptions, since at this time they manage many more operations and produce publishable content, which can directly reach their key audiences.

If there was a period when the preponderance of media might have been a problem for a public relations operation to continue using the press release, it’s no longer the case.  One of the reasons the release gained publishing power, is because it helps to deliver the coveted SEO.  As such, these optimized links have brought companies their most useful keywords, helping them to obtain more acceptance on the Internet.  This is now a successful strategy to aid brands and companies with their online presence and recognition.

However, these optimized links are being questioned.  Some industry voices have described these as “link devices,” warning that the anchor text in the news release will no longer build a company’s SEO and creating more links may even damage SEO.  Thus, brand content groups that produce readers to build “unnatural” links will be seriously stymied.

Point — Counter Point!!

by Art Winters Dec2013

 

As always, if the press agent dished out bad information, the media rejected it.  If they provided valid news of relevance to the media’s audience, the media appreciated the helpful, newsworthy information.  There are fewer gatekeepers to filter the news, aka content.  Then as now, high content stories provided in today’s press releases could still service market education and offer online discoveries through the omni-channels.

Therefore, we believe the press release is still a valid marketing strategy and tool, even if it is different from the past.  It needs to strive to be an effective communicator of authentic and timely content.

 

Arthur & Peggy Winters co-teach SXB 200 Brand Marketing Communications for Image & Meaning and SXR 050 Intro to Branding: The Art of Customer Bonding.