Harness the Power of Consumers through Digital Branding and Engagement
We live in a digital world. Today, more than 3 billion people are connected to the Internet. With every second pass there will be 50,284 other Google searches, 2,545 uploaded to Instagram and 106,504 videos on YouTube. However, perhaps the biggest change in consumer behavior since social media and digital marketing emerged is that internet users now have access to a smartphone or tablet than a desktop computer.
Progress has been made in ubiquitous Internet technology, which is changing the way we interact with information and each other. In Australia, about three quarters of the population has a smart phone - which is on a par with the US and the UK falling behind Singapore, where 90% of smartphone users are. And not only smart smart phone users are high, but have risen; Recent research by Telstra shows that Australian people check their smart phones 150 times a day. Working lightly with the use of smartphones, social media and social apps are becoming increasingly important in how we connect.
So what impact does this increased mobility and social interaction have on how our customers behave and think, and what does this mean for marketing? To put it simply: people who explode in 2424/7 do not want brands and marketing to interfere with them, they want to tackle choice - be motivated to get involved.
Marketing marketing strategy gives you wings
Red Bull is one brand that makes it completely. The company generates profits primarily from selling energy beverage - and does not always succeed well in taste tests. But as in May 2015, the brand was worth $ 7.2 billion, with sales up four per cent across 170 countries for the previous year. So what is his secret?
To say that Marketoonist and keynote speaker on innovation, marketing and creativity, Tom Fishburne, “Marketing is not the best marketing.” Red Bull's marketing strategy is so effective that it does not focus on drink. Instead, the brand is in line with something that fits the company's core values: very large sport.
By sponsoring athletes, sports and events, and generating global coverage of these events - consider Felix Baumgartner's 39km skirt from the edge of space in 2012 or Red Bull Racing domination on Formula 1 track from 2010 to 2013 - got It is a way to address the values of its drinking energy target group without the need to directly promote the drink itself. In summary, he turned viewers into an audience. In 2015, with a networked community of over 35 million followers in each of its dedicated routes, Red Bull was awarded the world's third most powerful brand.
So how can you benefit from consumer and public power?
5 recommendation for marketing success
Know that there is no digital marketing, it's just marketing. Digital marketing is no longer a separate element of your marketing strategy; it is an integral part of the whole and must be treated as such.
Talk to your customers, without. Evaluate by contacting customers to understand what they want, rather than what you need. Then create content that attracts readers, viewers and listeners to your brand.
Become an expert on the difference between paid media, owned media and earned media, and be aware that they are all the main actors in the same game.
Invest in your brand. Products have a lifecycle, but brands can survive forever. Brand equity is the sum of all your experience with a company. Accordingly, all interactions (such as a customer, employee, resource provider, viewer) have the potential to build equity for your brand, or otherwise, to reduce equity.
Keep up to date with changes in the market. And, one of the best ways to do this is to upgrade your marketing skills with a four-week MOOC on the subject!
Curtin University Branding and Digital Participation course begins in November 2. Professor Sonia Dickinson, expert in consumer empowerment and brand authenticity, facilitates all of the above courses. In addition, you will learn how international brand companies manage a digital brand and find out how decisions will drive different values - experiences you can apply in your career.
So, invest in your personal brand: climb the first step towards a great career in digital marketing.
Progress has been made in ubiquitous Internet technology, which is changing the way we interact with information and each other. In Australia, about three quarters of the population has a smart phone - which is on a par with the US and the UK falling behind Singapore, where 90% of smartphone users are. And not only smart smart phone users are high, but have risen; Recent research by Telstra shows that Australian people check their smart phones 150 times a day. Working lightly with the use of smartphones, social media and social apps are becoming increasingly important in how we connect.
So what impact does this increased mobility and social interaction have on how our customers behave and think, and what does this mean for marketing? To put it simply: people who explode in 2424/7 do not want brands and marketing to interfere with them, they want to tackle choice - be motivated to get involved.
Marketing marketing strategy gives you wings
Red Bull is one brand that makes it completely. The company generates profits primarily from selling energy beverage - and does not always succeed well in taste tests. But as in May 2015, the brand was worth $ 7.2 billion, with sales up four per cent across 170 countries for the previous year. So what is his secret?
To say that Marketoonist and keynote speaker on innovation, marketing and creativity, Tom Fishburne, “Marketing is not the best marketing.” Red Bull's marketing strategy is so effective that it does not focus on drink. Instead, the brand is in line with something that fits the company's core values: very large sport.
By sponsoring athletes, sports and events, and generating global coverage of these events - consider Felix Baumgartner's 39km skirt from the edge of space in 2012 or Red Bull Racing domination on Formula 1 track from 2010 to 2013 - got It is a way to address the values of its drinking energy target group without the need to directly promote the drink itself. In summary, he turned viewers into an audience. In 2015, with a networked community of over 35 million followers in each of its dedicated routes, Red Bull was awarded the world's third most powerful brand.
So how can you benefit from consumer and public power?
5 recommendation for marketing success
Know that there is no digital marketing, it's just marketing. Digital marketing is no longer a separate element of your marketing strategy; it is an integral part of the whole and must be treated as such.
Talk to your customers, without. Evaluate by contacting customers to understand what they want, rather than what you need. Then create content that attracts readers, viewers and listeners to your brand.
Become an expert on the difference between paid media, owned media and earned media, and be aware that they are all the main actors in the same game.
Invest in your brand. Products have a lifecycle, but brands can survive forever. Brand equity is the sum of all your experience with a company. Accordingly, all interactions (such as a customer, employee, resource provider, viewer) have the potential to build equity for your brand, or otherwise, to reduce equity.
Keep up to date with changes in the market. And, one of the best ways to do this is to upgrade your marketing skills with a four-week MOOC on the subject!
Curtin University Branding and Digital Participation course begins in November 2. Professor Sonia Dickinson, expert in consumer empowerment and brand authenticity, facilitates all of the above courses. In addition, you will learn how international brand companies manage a digital brand and find out how decisions will drive different values - experiences you can apply in your career.
So, invest in your personal brand: climb the first step towards a great career in digital marketing.
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