BRAND COMMUNICATION
BRAND COMMUNICATION
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Communication is being revolutionised by digital and Big Data. Paid Media channels have proliferated and Social Media is growing exponentially. Businesses are moving rapidly to put in place new communication strategies and capabilities that allow not just highly targeted messages to selected customer groups, but also two way communication with individual customers.
It's a sea change in marketing communication and a must have capability for Retail businesses...
GET THE MESSAGE RIGHT
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Amidst all the noise of multi media and multi level communications, the basic message always needs to be clear. Remember - the brand is what consumers tell each other it is.
UNDERSTAND COMMUNICATION DYNAMICS
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The proliferation of media can tempt Business into proliferation of the message. Understand the dynamics of the communication assets of the business is key to developing an effective communications strategy.
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Big Data is the platform on which communications are targeted and integrated - but its a complex challenge. Paid mass media continues to be important in broadcasting the brand, but Owned Social media is where customers are captured and loyalty is built.
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So the spectrum of communication runs from Investor Relations, through Mass Media, the Experiental, PR, Social Media and Interactive Dialogue. And there is an internal loop feed- back mechanism to Data Base and Design Briefs.
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JOINING IT ALL UP
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Life is getting more complex. Managing communications with customers ands stakeholders is becoming one of the largest functions in Retail businesses and developing the capability to join it all up is a big challenge. The old communications mix of paid mass media/In Store promotion/Loyalty card is no longer enough. The customer demands seamless on line and off line communication whether in the physical store, On Line or on YouTube. So all the new elements need to be deployed down to the individually targeted customer. The objective is to shift progressively from paid media to free social media communications, as Customers are converted first from Strangers (Mass Media), through to Customers (The Store, Customer Clubs) and finally to Fans (Social Media, Word of Mouth).