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New media is
reshaping how consumers view brands, shifting from varying degrees
of reaction to new levels of interaction. Many organizations are
eagerly adopting interactive marketing tactics available through new
media, such as blogs, online social networking, viewer created
content, audience co-creation and even interactive websites. These
examples are just the beginning of what new technologies and
consumer preferences are resulting in. This suggests that a fresh
perspective and a flexible strategy that isn't invested in the
tactical elements are prescribed for successful branding in a new
media environment. Panellists and audience participants concluded
upon this advice following a recent industry panel discussion that
highlighted some important high-level insights. When the
audience was asked whether they were using 'engagement' as an
objective in their marketing strategy, there was a resounding
'no'. However, the panellists described that a best practice for
incorporating new media tactics into a marketing program is to adapt
them to what the brand or audience or market calls for, or even
creates on its own. It's important to offer a dynamic experience
that can be tailored to consumers' individual needs. It's about
creating an inspiring message, or putting forth a point of view,
that consumers will be motivated to connect with and carry forward.
In other words, it's less about positioning since the audience will
determine this for themselves. Consumers, especially youth markets,
are increasingly wary of how marketers portray their messages. If
it's portrayed as entertainment, then they may enjoy it at the
expense of the brand. Unless you're prepared that
is. This is why
branding in light of new media requires a strategy focused on
content rather than the specific tactics that may or may not be
relevant to the program. Manipulation is no longer the key with new
media; in fact, it may not even be possible. While it has been
recognized as a difficult skill, losing control can be
empowering. Taking the lead with audience engagement lends
itself to adopting new technologies and tactics that are recognized
as risky, which increases the attention on a brand or organization
at the very least. While the consumers are intrigued by the newness
and innovation and perhaps even revel in their feelings of control,
the marketers can rest assured that there is always a way to show
the strength of the effect that the program has had. If there isn't
already an appropriate test, a new one can be designed. We can still
control the circumstances of how the brand is marketed and
managed. Patricia
McQuillan, President & Founder of Brand Matters Inc, moderated
the discussion. B2C market research to benefit B2B marketing strategy B2B marketers
have been gaining ground on the key capabilities that relate to
marketing the need for marketing and how to better measure and
achieve ROI, but there is still uncertainty and many challenges
within this realm. Brand Matters recently participated in a webinar
based on an industry study of business markets that revealed that
the number one issue in B2B marketing is the need to better
understand customer needs and segmentation. It was suggested that
the current approach of surveys and standard customer data
collection methods in B2B market research are not bringing the
underlying needs forward to truly innovate and add value. The
reasons for this were the need for better tools, improved listening
skills and communication with customers. Marketers are realizing an
opportunity to learn how to account for not only the tangible
differences between customer offers, but also the emotional
differences that arise between varied customers, such as the
relationships of reputation and trust. B2B marketers
are calling for a better understanding of the underlying motivations
of the customer, which also gives rise to the recognition that they
needn't be everything to every customer. These are trends that were
first seen in B2C market research, suggesting that B2B marketers
ought to be borrowing some of these consumer techniques. However,
this may be a difficult concept for those invested in the
traditional methodologies. It seems like a move towards more
creative thinking would benefit B2B marketing strategies. One of
the suggested implications of the study is how to find and deploy
new tools for assessing customer needs. Taking the lead in
innovation may be critical in this area. It is important to be the
"trend spotter", not waiting to follow what other firms are doing,
but being on the look-out for new ideas and concepts that may be of
value to your firm. New techniques
in B2B marketing research and the marketing tactics that develop may
add to risk and therefore cause uncertainty in the finance
department. The time period used in ROI calculations could come into
question as longer-term marketing programs are being proposed and
more integrative and monumental marketing outcomes are the goal.
This is recognized as an issue that it still not well understood,
but all too critical. There is a need to construct and deliver
persuasive value propositions so that the organization can
understand and quantify the value it brings to its
clients. Upcoming industry brand events Canadian
Marketing Association, Annual Branding Conference, June 21,
2007 Brand Matters
will be presenting "Taking Your Brand to the Front Line" with the
release of our new white paper, "Internal Branding Best Practices
Study". Register online wih the CMA at Branding
in a Sea of Change.
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