With 2012 around the corner, what will be the digital future for your brand?
Its important to do a touchpoint analysis before hopping onto the “Im going digital” side. There are brands that try and sign up for every possible outpost (as
Chris would say) or at the other end of the spectrum – fb loyalists. Here’s the
dope from the other side you should know-
Marketer’s point of view:
52% of the marketers reported that they believe their brands have enjoyed greater influential power because of their presence in social networks. But, only 17% have actually aligned social media in the overall marketing mix.
Customer’s angle :
People engage with brands on social networks for various reasons. Around 55% use social networks to learn about new products, 65% engage themselves in activities like offers and games designed specially for the fans, 25% use social networks to connect with other brands and an approx 30% share positive experiences. There is also a strong segment of people who express their disappointment on social media.
The touchpoint analysis will help you get your strategy in place. Map out the different points where your customers come in direct/indirect contact with your brand and plan the digital strategy accordingly. Of course, the relevance of the outpost matters. If you are a brand associated with music, don’t ignore spotify or MySpace.
Much luck crafting the right strategy and do give a shout if you’d like to know where people hang out online these days.
Nicely put up! Getting one’s brand into the digital circuit is one of the primary tasks the marketing teams have to perform these days! If your digital future is blurred your financial future will be blurred as well.