A brand is an association arising in your head when you hear the name of a particular company. It can be anything: office, packaging, social media page, leaflet, etc. As you know, it takes much time to build a strong brand and make it memorable since you should establish a long-lasting relationship with your customers. Also, using top media trends might help to make your brand more powerful.
In this article, you will learn what things to consider in order to create a perfect image of your products or services, and what media trends are worth your attention this year.
Any strong brand has a powerful idea behind it. To generate the right idea, you should have the right technology in place, sufficient time, and resources. Here are some useful steps to help you on your way to becoming a successful brand.
Step 1 – Understanding Your Buying Persona’s Needs
Firstly, marketing is all about people. Therefore, there’s no sense to promote your products if you don’t know what actually your potential customers need. You should find resources to build a product of high quality, the one which will be in great demand. Also, it must be unique because that’s the key to success.
There are three questions you should ask yourself before shaping your concept: “What?”, “For whom?”, “Why is my product unique?”. Any startup should begin with determining a buying persona. By understanding the major needs of your consumers, you will be able to create a highly demanded product.
Step 2 – Developing a Marketing Strategy
Any marketing strategy consists of four core elements: target audience, financial goals, positioning, and tactics. Target audience is certainly a central element of any marketing strategy. Also, financial objectives are the reasons why you build and develop your business.
These goals may contain the profit you would like to get, the number of goods you would like to sell, and the market sector you are focused on. The right positioning, in its turn, helps convey the main advantages of your product to the potential customers.
Step 3 – Understanding Consumer Goods
Consumer goods depict buyers’ problems. They help brands understand how they can solve these problems by introducing a unique solution and gain a competitive edge.
Many marketing specialists think that the more technical characteristics they provide, the more clients will likely buy their products. However, this a misperception. A consumer purchases a product, not because of its characteristics but because of the final results that it can yield.
Step 4 – Identifying Your Target Competitors
Above all, your goal is to find those competitors whose interests overlap with yours. To analyze your target competitor’s image, answer the following questions:
- Who is my competitor?
- What does he want?
- What can he do?
- And what does he plan to do?
Understanding your target competitors will help you predict their actions in the market. Moreover, this information allows you to develop faster. To become the first player on the market, you should adhere to the following rules:
- Increase the value of your work by making your product unique and widening your assortment.
- Make your prices more flexible by providing discounts to loyal customers, for example.
- Divide your buying persona into segments. Sell your goods first to those clients that appreciate the results. Then, they may get by purchasing your product.
Step 5 – Supporting Your Brand Awareness
An image of a powerful brand must be constantly supported by your employees. Your workers must know your business mission, principles, symbols, etc and act accordingly while communicating with customers. Similarly, every single employee should precisely understand his or her role in developing brand awareness.
Media Trends 2020
Here are some media trends that can help you make your brand more strong this year.
Trend 1 – Personalized Marketing
The idea of delivering a personal message to the clients, taking into account their behavior, personality, social data is all about personalization. The evolution of artificial intelligence facilitates the development of personalized marketing strategies.
Some companies use AI-fueled solutions that combine user data from various sources, such as sales, competitor information, CRM data, social accounts data. With the help of predictive analytics, companies are able to determine the desires and capabilities of users.
For example, users want to get a better buying experience when you can start purchasing in your phone and complete your purchase in the offline store.
In this case, the store can get a large amount of information about the user from various sources. The AI will effectively process them and give the necessary communication parameters: a page with goods, personalization data from the mobile app, the most convenient hours for advertising, forecasts for expenses on specific days, personal pricing, etc.
All this data can be effectively used by marketing and sales specialists to develop personalized offerings and in such a way to boost sales.
Trend 2 – Augmented Reality
The largest technology brands start implementing this promising technology because it is extremely interesting to end users. Also, it does not force them to acquire new products. Everything works on your favorite phone. AR is used in education, medicine and, as marketing solutions, especially in retail.
Trend 3 – Automation of Communication
Gartner predicts that the major part of user interactions with companies will occur without human participation. Today, many companies use chatbots in social networks and instant messengers to simply communicate with their audience.
However, in the future, scripts will become more complex and the bot will be able to imitate a live manager. This technology can help business reduce operational costs and get more time for completing major tasks and gaining their goals.
We are talking about a new generation of chatbots, which can evaluate the interests of customers and offer appropriate recommendations. They can be programmed to analyze user messages and offer personal and relevant products, services, and content.
Trend 4 – Voice Services
Voice technology that was earlier used as comic dialogs with phones, is now leveraged for the intended purposes. Voice search tools like Siri or Google Now are very popular among people. This technology has become a strong marketing tool to integrate with services and apps for delivering food, calling a taxi, searching for the right locations, etc.
With regard to the great popularity of voice assistants, companies should consider optimizing their services by introducing this technology to customers. In 2020, according to Comscore’s forecast, 50% of all requests will be voice requests.
Voice search SEO is a definite media trend that cannot be ignored next year. The content of many sites will be optimized taking into account the differences of voice commands from the text. For example, by voice, the user transmits, as a rule, a longer request in a slightly different format. All this is now being seriously tested by SEO teams all over the world.
In short, voice search is one of the most important media trends in 2020.
Therefore, businesses must be able to perform better voice search SEO on top of regular SEO. Here’re 12 ways to optimize your website for voice search in 2020.
Trend 5 – E-commerce
Social networks are doing everything possible to make their platforms as comfortable as possible for e-commerce. While direct sales through social networks remain elusive, new technologies (shopping tags, for example) are trying to reduce the gap between social networks and sales.
Keep in mind that trading in social networks already implies a certain social component. This means that the purchase must be interactive and native. What should you do? Use social networks as part of the sales funnel. Share videos about your products; it will help buyers to see the product in action and make a buying decision faster.
Today’s digital world depends on the introduction and development of artificial intelligence, machine learning, augmented reality and other innovative technologies. To build a powerful brand, you should start implementing the technologies that are the most suited to your business. Adapting these media trends will definitely support your brand strategy’s success.
Thus, you must conduct an in-depth business analysis together with a professional software development team that is able to identify your goals and come up with the right solution.