Advertising, the techniques used to bring products, services, to public notice for the purpose of persuading the public to respond in a particular way toward what is advertised.
Most advertising involves promoting a good that is for sale, but similar methods are used to vote for political candidates, among many other examples. In many countries advertising is the most important source of income for the media (e.g., newspapers, magazines, or television stations) through which it is conducted.
In the noncommunist world advertising has become a large and important service industry.
Critical factors are factors that are very important in the decision-making process. These factors play a vital role in determining the success or failure of a decision.
The identification and implementation of critical factors will ensure the success of a decision taken by an individual.
When it comes to digital branding, your customers are typically drawn to you via videos, social media, email, and your company website. To achieve branding success in the digital space, consider these four critical success factors:
1. Understand your business’s marketing trends and competitive system
Understanding marketing trends and competitor business models and strategies across digital channels can help you to articulate your company’s specialty better.
Gaining an understanding of the competitors’ activity across the different social media can help bring up good strategies of how to keep up with the media advertisement to be able to compete with others who are also into the business.
Every competitor in the market system tries to bring up new ways of advertising their goods and services including new products.
So, while understanding the new trends and market system also try to create new trends or ways of advertisement to compete with others and absorb customers. Know who you are competing with, know what they offer to their customers, it will help make your products and services standout.
Then you create some good market strategies using the advantage of their weaknesses. Carryout a market research either a desk research, field research or through agencies. Check out what the competitors do better than you and the materials they sale and the quality of their products.
Develop your strength, work on your weaknesses, take over every opportunity that comes to you, counteract threats.
2. Involve (Engage) your customers
“We see our customers as invited guests to a party, and we are the hosts. It’s our job every day to make every important aspect of the customer experience a little bit better.” -Jeff Bezos.
We judge brands not necessarily for product price but for the experience built around them, provide useful content beyond what your company offers through creating multiple channels for your advertisement.
There is what is called consumer’s behavior (i.e actions of consumers in the marketplace especially towards the goods and services been provided). There are things that the consumers or customers expect to see or hear, try to create a room to give them exactly what they need in other to get their attention and support through creating multiple media channels in other to engage them.
According to (Erica Levy, 2017) in other to engage customers, use Gamification, use location to improve context, embrace live video and improve social listening. Also, try to share the stories of the customers and proffer solutions to them. Customers will see you as s trusted adviser and will develop increased allegiance to your brand. “You’ve got to start with the customer experience and work back toward the technology, not the other way around.” -Steve Jobs.
Digital assets are used to reinforce a brand’s positioning in the multi-channel environment. Each client interaction requires personalization, relevance, and mobile optimization.
- Create a unique, yet consistent digital experience
In digital marketing, affiliation and user experience are very important.
The appearance of the brand across multiple channels such as web pages and social media pages is key to involving and retention of customers.
The user experience matters in advertising because you need to have researched and find out about digital marketing and how it works before starting your own advertisement in other to meet the demands of the customers and improve the brand of the products that are been advertised.
Ensuring that each of these interactions, and the overall user experience, meets the customer needs efficiently and delightfully, ensuring brand loyalty. The digital experience should remain consistent, nothing is supposed to change.
Put your customers first because they easily recognize when a company values its customers. The need of your customers is what keeps your business going so you must keep them at the forefront of your business.
You must ask questions based on customers’ experience e.g. If you are making it easy for customers to do business with you and if you are giving out outstanding value to your customers, with these you can create a strategic customer experience.
Transparency with customers is important in the sense that you have to treat them with great respect and have timely and personalized responses to their questions.
4. Augment your brand’s messaging
Brand messaging refers to the underlying value proposition conveyed, and language used in your content. It’s what makes buyers relate to your brand by inspiring them, persuading them, motivating them, and ultimately making them want to buy your product.
“Your personal brand is a promise to your clients… a promise of quality, consistency, competency, and reliability” by “JASON HARTMAN”, AUTHOR OF “BECOME THE BRAND OF CHOICE”.
Your brand logo is been used to identify your brand offline and it is also going to go a long way online. “A brand for a company is like a reputation for a person. You earn reputation by trying to do hard things well.”
As Amazon’s founder Jeff Bezos said, a brand is the very identity of a company. Your brand name, then, needs to lend itself easily to a domain name and searches. For a genuinely compelling customer experience, a brand’s offline and online messages need to be integrated.
“Products are made in a factory but brands are created in the mind” by WALTER LANDOR. Your brand can be your logo or your motor or a quote, which will motivate them, persuade them and draw them to your products. So, there is a need to have a good brand messaging for the success of the business. Use these four success factors as a step to good media advertisement and success in marketing.