If you traditionally lead your communications with campaigns and paid media, establishing a common purpose with customers is an opportunity to rapidly transform your approach and become fit for digital.
Digital brand communications are often a legacy of TV adverts and seasonal campaigns. Engagement can be poor in digital channels because digital teams are tasked to rework creative assets that were designed for a different purpose. Consequently it becomes a difficult task to prove the case for investment in always-on content and social media.
Digital and social teams often know what works on social. When they are left to their own devices, they can produce high-quality organic content, on a budget.
However, sometimes digital teams are asked to promote traditional, above the line marketing messaging on social, via paid. When this happens paid reach is much higher than organic posts, but engagement generated by this reach can be much lower.
This may be obvious, but it doesn’t stop many brands publishing brand messaging campaigns in social channels and being disappointed by the lack of engagement.
As you can see from the graph above, high levels of organic reach are linked with high levels of organic engagement – because high engagement will mean that the post appears more often in more people’s feeds – but when traditional above the line messaging is promoted we see high reach, but very low engagement.
The challenge for today’s marketers is to drive brand awareness and consideration in the context of multiple channels, often populated by niche audiences, whilst maintaining a consistent brand experience.
A common purpose with customers enables marketers to plan multi-channel communications around a unifying idea that resonates with customer needs and emotional beliefs. It goes beyond messaging. It helps transform marketing into a smart orchestration of value creation at all touchpoints. It helps unite top-down and bottom-up efforts around the customer.
In this approach, above the line media is used for specific campaigns to push awareness (seasonality, new products etc). However, its messaging is pre-tested and based on smart insights that come from always-on digital, generating ongoing customer data and insight.
This unique combination is marketing intelligence.It provides real-time marketing capacity to a business.
Experiment, experiment, experiment
Marketers can launch pilots to make the case for switching some budget from above the line activities into digital channels, where programmatic efficiencies and real-time delivery can provide results at lower cost.
Why should a brand unite top-down and bottom-up communications?
- So marketers can plan integrated campaigns around customer need
- To build reach at lower cost
- To communicate where content is needed, wanted and appreciated
- To increase brand equity and experience in digital channels
- To create a holistic and agile ecosystem that is in-sync with customers.
A customer-centric approach enables marketers to unite experience and commercial challenge to create more value for the customer. It delivers real-time market intelligence which makes the brand more resilient to change.
For more on using the common purpose to unite top-down and bottom-up brand communications, download our book Resilient Brands below.
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