Entirely Marketing

MANCHESTER MARKETING NEWS


More consumer communication channels great news for branded businesses, right?


Branded businesses have more ways than ever to reach consumers Facebook, Twitter, blogs, Instagram the list goes on. This has got to be fantastic for branded businesses, right?



More consumer communication channels great news for branded businesses, right?

It’s very noisy out there. According to research, consumers are inundated with around 20,000 marketing messages a day, compared to only 2,000 daily messages 30 years ago!

So actually, despite an increase in the plethora of ways brands can reach and interact with potential customers, it’s getting harder for branded businesses to get noticed. Controlling brand messages is more challenging than ever, it’s more important too, and successful brands are actually now getting more focused in their communications to get heard, not joining more shouting matches.

Brand generally now have an average of ten marketing channels to manage (press, radio, TV, outdoor, direct mail, website, blog, Facebook, Twitter, Pinterest) often with daily updates and new, exciting on-brand communication, but with this volume, consumers are not always being presented with a well-thought through, quality or consistent message from these brands.

To be heard above the noise and cut through the clutter I believe successful brands are recognising it’s time for ‘brand focus’.  

They’re honing in on the channels that matter and truly engaging their audiences by delivering information that is at least one of three things:

o    Useful

o    Interesting

o    Unusual

All this starts by investing up front and gaining genuine insight into the mind-set of their target audience. This comprehension process never stops either.

The way consumers are interacting with brands is continually evolving; their demands and expectations ever increasing. Therefore insight into their behaviour, wants and needs should be ongoing and in real time. What is exciting about new communication channels, the use of big data and online user experience studies, is that it’s easier for brands to get real-time insight into what consumers are doing digitally and to focus then on what’s important – rather than second guessing or putting this down to a hunch. 

"My best advice for todays branded businesses?Before investing in that next big marketing campaign, before piloting the next social media cab off the rank, ensure your brand is really focused!"
Andy Whitmore



Brands need to have a clear view of what problems their customers are looking to solve. What hierarchy of communication methods are right for the customer, and importantly this needs to be matched with ‘what’s right for the brand itself’. Why spend time operating a Pinterest profile when your brand has nothing visible to share and your customers simply aren’t there?  

By having a clear view of who the customer is, what they want from their interaction with your brand and what form of advertising has most relevance to them, a brand can really start to focus on delivering the right solutions to consumer’s perceived problems with a stronger, more consistent integrated plan. 

Getting involved in a shouting match has much less impact that ensuring cohesion, consistency and relevance of your brand at every touchpoint.    

In short, a focused brand:  

·         Knows exactly what it does and what its consumers are doing too (in real time not five years ago)

·         Behaves in a way which everybody would expect, driven by a core defined positioning which is inherent through all messaging

·         Has a purpose – beyond making money – something in which it believes and which its customers can believe too

·         Isn’t afraid to keep it simple – it’s better to deliver one clear proposition than five fuzzy ones

·         Is different.  Often swimming against the tide of ‘conventions in the category’ helps a brand to get noticed (but a note of caution here; it’s important to ensure that this approach is likely to be accepted by its audience and isn’t at the detriment of the brand.)

 

*Survey by Media Dynamics




DISCLAIMER: The statements, opinions, views and advice expressed in this article are those of the author/organisation and not of ENTIRELY. This article should represent information correct at the time of publication however whilst every care has been taken to present up-to-date and accurate information, we cannot guarantee that inaccuracies will not occur. ENTIRELY will not be held responsible for any claim, loss, damage or inconvenience caused as a result of any information within this article or any information accessed through this site. The content of any organisations websites which you link to from ENTIRELY are entirely out of the control of ENTIRELY, and you proceed at your own risk. These links are provided purely for your convenience and do not imply any endorsement of or association with any products, services, content, information or materials offered by or accessible to you at the organisations site.





Get The Entirely Weekly Brief In Your Inbox


Add my business skills


MANCHESTER MARKETING PROFILES
MOST SHARED


Manchester Metropolitan University

Business School


Manchester Metropolitan University MMUs Business School, part of the Faculty of Business and Law, is one of the UKs top Business Schools which offers high quality taught responsible management and business courses with professional accreditation and transformational applied research. At Manchester Met, our MBA programme will teach you all the skills you need to move to the next level of your business career. Our engaging course can be tailored to suit your goals with a choice of modules.






WhiteNoise Media

Online Video Marketing


WhiteNoise Media are experts in making your story move audiences. WhiteNoise Media use world class filmmaking and online advertising with cutting edge digital skills to produce online video marketing campaigns that move audiences and create customers. From broadcast TV commercials to fully integrated animation campaigns, we bring brands to life across every imaginable channel and device.






Red Cow Media

SEO Manchester


Red Cow Media are an award winning digital marketing agency based in the heart of Manchester. We specialise in SEO, PPC, Social Media, Retargeting and many other aspects of digital.






Buffalo7

PowerPoint Presentation Design Agency


We create stunning presentations that are dynamic and interactive, while remaining editable and easy to use.When it comes to PowerPoint, we've seen it all and created the best of it. If you can dream it, our creative team can design and develop it or even hack PowerPoint to make it happen.Were a PowerPoint design agency and presentations are our one and only passion whatever solution you need, weve got you covered.






Buffalo7

PowerPoint Presentation Design Agency


We create stunning presentations that are dynamic and interactive, while remaining editable and easy to use.When it comes to PowerPoint, weve seen it all and created the best of it. If you can dream it, our creative team can design and develop it or even hack PowerPoint to make it happen.Were a PowerPoint design agency and presentations are our one and only passion whatever you need, weve got you covered.






MARKETING NEWS THIS MONTH

Got some News to share? Click here.

Hoopla Marketing celebrates new business wins




Growing Digital Agency Celebrates 3 Years In Business




Arriva Buses on board with IF festive Advent-ure




Award-winning PR agency welcomes new account executive




WhiteNoise Media Wins Best Video Production at The Talk of Manchester Awards




Make sure CRM is top of your list this Christmas




What do Silicon Valley start-ups, the BBC, and Usain Bolt have in common?




MediaCom in Leeds sees gold with NHS blood campaign




Orega still welcoming StartMeUp Pitch entries as 15 January deadline approaches




Mostyn Estates talks history of the family at IoD dinner




New employee advocacy training is set to help businesses grow in the North West




Get The Entirely Weekly Brief In Your Inbox


Add my business skills


MANCHESTER MARKETING PROFILES
MOST SHARED


Red Russian PR


Red Russian PR is a media relations company incorporating innovative and dynamic marketing strategies for an eclectic mix of highly creative individuals and companies. Our objective is to elevate company profiles to specific consumer demographics to create exposure and awareness through relevant media channels.






Roland Dransfield PR


Prolific North's Best Small PR Company of the Year 2013, Roland Dransfield PR is a dynamic, dedicated and creative PR company based in Manchester.