Brand Equity
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5 Ways to Get Personal with Real Time Marketing Tools

5 Ways to Get Personal with Real Time Marketing Tools | Brand Equity | Scoop.it

Digital marketers have an evolving arsenal of tools and technologies at their disposal to glean business intelligence, create targeted messages and produce stellar digital experiences — whether online or in a retail outlet.

 

Biometric facial recognition, digital signage and customized displayed information are being used to better define the needs of customers, personalize the customer experience and increase brand awareness, loyalty and sales.

 

If done right, real time marketing can create an integrated experience across online, mobile and in-person channels as well as allow for a more personalized customer experience based on business intelligence. It can also educate and assist customers to make more informed purchasing decisions.


Via Brian Yanish - MarketingHits.com
Betty QY Fang's insight:

This article reveals by using the real time marketing, we can create an integrated experience across online, mobile and retail channel to tailor made customer experience to enhance brand awareness, loyalty and booth sales.

 

The traditional way of marketing is mainly based on off-online channels, such as retail and personal sales. With the development of internet, marketers are switch to online marketing, such as SEO, website based marketing, and social media. However, the latest trend shows people have highest stickiness on  smart phone and tablet, and it shows the future trends of the integration of online and offline marketing. 

 

To leverage the value through the smart phones, many service companies provide free access to mobile hot-spot, which makes that person a viable candidate for real time marketing, for example, companies can push the targeted ads on their mobile device. 

 

Besides, marketers try to collect data with their audience for more targeted marketing activities through mobile device. Once the companies have the access to their contact list on mobile, or geography information, then they can use these data for real time marketing as well. A good example that some retails push the discount information into mobile devices via geography information when their customers get approach or enter into their shops. 

 

CRM systems also tailor the in-store experience and create a personalized experience on customer's mobile devices to improve the brand awareness and preferences. 

 

Thus, to well use a range of real time marketing tools is the trend of business in an increasingly digital world to create a superior customers experience. 

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Spread Brand Awareness with Search Marketing

Spread Brand Awareness with Search Marketing | Brand Equity | Scoop.it
Spread Brand Awareness with Search Marketing:You must do something effective to build your brand if you expect your business to grow and there is no (Spread Brand Awareness with Search Marketing http://t.co/zxzyidi5Ej)...
Betty QY Fang's insight:

Since online marketing has become a major channel to promote brand, search marketing leverages the effectiveness of brand awareness, and increase the opportunity to see (OTS) of the brand at a lower cost and more specific to the target audience. 

 

However, some companies have different departments of online and offline marketing, and they are separately managed. Thus the message and image of brands or products may tell the different things. The price of products may different as well, and there are more discount for online channels due to the lower maintaining cost. This will get customers confused, and they may treat online channel as a bargain way to buy products, which actually is not a good way to build brand image.

 

Thus, online channel is a good way to enhance brand awareness, but it is also important to deliver the same brand image and messages through different channels, which create the maximum influence of the brands. 

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Promo-Gifts (UK) Ltd – Blog Top 5 Secrets to Building Brand Awareness - Promo-Gifts (UK) Ltd - Blog

Promo-Gifts (UK) Ltd – Blog Top 5 Secrets to Building Brand Awareness - Promo-Gifts (UK) Ltd - Blog | Brand Equity | Scoop.it
Promotional Products Blog - From Promo-Gifts (UK) Ltd - 0844 372 9776 (Top 5 Secrets to Building Brand Awareness http://t.co/2ZwNcVtMVe
#GuestPosts)...
Betty QY Fang's insight:

This article talks about the uniqueness to create a strong brand. Almost every business has a brand, but not every brand works the same. Thus, what creates the extra value to a brand, and what else makes a brand different?

 

To explore this, this article reveals five secrets to leverage a brand, which are a unique logo, a clear tagline, creative ideas, keep the promise, and increase the exposure.

 

As we know, logo is an important element of a brand, however, not every logo make sense or easy to identity. A good logo is simple, differentiate itself with the competitors, easy to remember, and a good name. A good logo could also enhance the brand recognize and brand recall to help customers retrieve the brand from memory. 

 

The second one is to create a clear tagline. If tagline does not clear talk about the benefit or the products, then it won't create value for the brand. Thus, a good tagline is simple, clear and consistent.

 

Be creative is also important to get audience attention and easily to remember. Big idea can also break down the barrier, noisy and clutter. However, to keep the promises is the key to win the customers, and get the loyalty.

 

Last but not least is to advertising brand and get it exposure to audience. Sometimes good products are not enough, marketers need to use a combination of communication tools and channels to enhance the brand awareness and generate the brand equity.

 

 

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Growing Brand Equity through CSR

Growing Brand Equity through CSR | Brand Equity | Scoop.it
Default Description (SPORTS | Growing Brand Equity through Sponsorship http://t.co/g7HWK8Lpn3)
Betty QY Fang's insight:

Brand equity is the total value of brand, it including brand identity, brand recall, brand awareness, product positioning, and customer preference.  There are many ways to enhance brand equity, such as paid advertising helps to increase awareness, logo, slogan and brand color help to build up brand identity, and brand recall. Besides, Corporate Social Responsibility (CSR) and sponsorship are good way to create value for brand equity, and increase customers preference.

 

Many companies use CSR not only generate the preference, but also to achieve economic and social benefits. A properly implement of CSR can bring along a variety of competitive advantages, such as enhanced access to capital and markets, increase sales performance and profits, and build up brand reputation and customer loyalty.

 

There are many companies are using this strategy, for example, The Body Shop. Actually, The Body Shop does not spend a lot of budget on TV advertising like its competitors (L'Oreal, or Nivea) , but it holds the strong value of environment and animal protection. It creates nature-based products with minimal packaging, against animal testing, support community fair trade, activate self-esteem, and defend human rights to enhance reputation and brand equity. 

 

The article use Coca Cola as an example. Coca-Cola participates in some specific sponsorship programme in various countries, to address the world’s most pressing challenges and consolidate leadership. 

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