Think Marketing IQ Blog: Get the latest news, tips and trends on social and inbound marketing.

Everything listed under: Branding

  • Redefining Branding in the Digital Age

    Brands are living, breathing entities that have huge growth potential if they are given the right attention, watering, weeding, and love. That is especially true in the digital age, however while many of the traditional branding marketing rules are still true, there are some new truths that have entered the game. Better Mousetrap

    In the book A Better Mousetrap by Simon Pont, he outlines the new truths to brand marketing as the following:

    New Truth 1: Time, in memoriam, doesn't help, isn't necessary

    Traditional brands were typically built over time - they had history. Today, digital brands can "come out of nowhere". They don't need a back story. Meeting a new need, one you never knew you had, is more than compelling enough to build a tribal following.

    "Foursquare started out in 2009 with limited availability in only 100 worldwide metro areas. In January 2010, Forsquare changed their location model to allow check-ins from any location worldwide. As of January, 2013 the service had over 30 million people worldwide and over 3 billion check-ins." - Source: Wikipedia

    New Truth 2: 'Useful and relevant' has been usurped by 'indespensable and immediately satisfying'

    Successful digital brands are needs-based and, more specifically, "immediate need" based. 

    • The need to find information, acurately and right away.
    • The need to learn.
    • The need 'to buy'.
    • The need to 'connect' with others, to 'be in the know and in touch'.
    • The need to pass comment, criticism, judgement, approval.
    • The need to have a voice.
    • The need to not feel alone.

    'Brand-in-hand' is taking a back seat to 'brand-at-fingertips'.

    New Truth 3: Hearts and minds can be won in cyberspace

    While you can never wear or taste a digital brand, that doesn't make them any less real. It exists not on physical but emotional dimensions, fulfilling and gratifying. 

    New Truth 4: Digital brands don't peddle desire, they peddle dependency; they are narcotic

    Desirable physical brands are brands you want to 'have', to possess, to go out and buy. Social media brands, for example, are digital brands you want to spend time with, be in the company of. With digital brands, the thrill lies in the ongoing experience.

    "The Spanish social hub Tuenti (www.tuenti.com) now boasts 90 percent domestic penetration amongst 14 to 35 year olds, and an average daily use of 82 minutes per person (2011). And these are not 82 passive, lean-back minutes. These are 82 minutes of highly engaged 'me' time."

  • Marketing Strategy: 73% of Consumers Say "Story" Sells

    In Adobe Systems Incorporated, The State of Online Advertising, research, 53% of consumers think most marketing is B.S., 51% feel beautiful advertising is more effective, and 73% say advertising should tell a unique story, not just try to sell.

    When consumers were asked to rate each of the following statements based on whether you agree or disagree, the results were interesting:

    The research revealed that consumers want to be engaged by the advertising images they see. "Story", video, TV commercials, and what celebrities wear, all create an emotional response. That is the critical ingredient that moves consumers to action.

    Good traditional and online marketing stories are created by advertising agencies within a creative strategy. At Think Creative we research your target market to determine their preferences, then we develop messaging that emotionally appeals to that market to compell them to action.

    Contact Think Creative for a free consultation on how we can help you create your brand story and drive revenue.

  • The Power of Storytelling: Making Brands Come to Life

    Here is a webinar on "The Power of Storytelling: Making Brands Come to Life" from Stanford University Innovation and Entrepreneurship. It shares the importance of the four important stories every business person needs in order to connect.

     

    It has a lot of great content. For more effective ideas on storytelling for your brand, contact Think Creative.

  • Advertising and Marketing as Interchangeable Terms?

     

    internet marketing cloud

     

     

    When you consider the fact that Americans are exposed to over 3,000 advertisements on a daily basis, it’s easy to understand how people often mistakenly use advertising and marketing as interchangeable terms. While advertising is the element of marketing that we see most, it’s only one of the many tools in the marketing toolbox. This whole toolbox, so to speak, has the power to ultimately make or break a business. When put this way, it may seem a little dramatic, but marketing truly does have the ability to impact many crucial aspects of a business. Here are a few scenarios to illustrate how this is possible:

    1)    Even the best product or service in the world can’t sell without proper promotion among potential customers. Marketing has the ability to create a huge customer base or on the other hand, fail to stimulate customers.

    2)    Without marketing, sales will undoubtedly be limited. This quickly turns a storeroom full of ready-to-sell products into a room full of profitless inventory.

    3)    Most businesses have to deal with a large amount of competitors offering similar products or services. Mediocre marketing makes it easy for customers to buy their competitors.

    4)    A business may be financially sound but still not generate any actual revenue if customers are not aware of what they have to offer. This awareness all begins with marketing. 

    Marketing has and always will be integral for a business’ long-term success. As time passes, competition will inevitably get fiercer. Innovation and the ability to think outside of the box will be necessary to set a business apart from its competitors. That’s where the marketing gurus at Th!nk Creative come in. We work closely with our clients to help sharpen and shine every tool in your business’s toolbox to further enhance your brand’s footprint. Whether you’re a new business owner or seasoned entrepreneur, it’s important to never be content with your marketing plan. As experienced marketers, we know there’s always room to refine your plan and make it as effective as possible.  

  • Three Steps to Social Media Marketing

    Three Steps to good So­cial Media Marketing

    socialmedia marketing 

    The keys to success according to Gail Moody-Byrd in social media marketing has little to do with your feature-rich platform, clever branding or well-honed messaging.

     

    Discover. Use a mixture of listening tools like NetBase and Twitalyzer to conduct audience research. (It usually takes more than one tool to get all you need.) Always start by learning what is being talked about, who the most influential voices are and where their virtual water coolers can be found. You'll learn the keywords of the conversation you want to join before you jump in, helping your message resonate with real customer points. Create a scoring mechanism to prioritize the influencers who are most valuable to you, then find ways to engage in conversations with them. Connect them with your subject matter experts to give them insights that help them become “in the know” about your products and plans where appropriate. Influencers love gaining more influence and building their reputations, often more than financial rewards (you'd be surprised how true this is).

    Empower. The biggest amen moment during my comments at the recent BtoB Digital Edge conference in San Francisco came when I said, “Marketers need to create an environment that enables rich information exchange among community members—then get out of the way.” We know the majority of social media teams in companies reside in the marketing organization. But I view our jobs as enablers and “conductors.” The real task is to get your internal experts (product management, designers, etc.) to talk to customers and influencers about how products are designed to solve business problems. It can be hard to get your experts to be on the front lines of communication. But there are tons of lessons in it for them, too—direct customer feedback for starters.

    Publish. Here's something that is in the realm of marketing's role in social media marketing—finding ways to highlight the most engaging content on your channels. You can link to popular blogs or discussions in your hosted community, or via Facebook posts or tweets/retweets or LinkedIn comments. Feature links to your most popular blogs in your next monthly newsletter. There are plenty of ways for you to give this organically generated content legs and get more exposure for it.

    Read more at: http://bit.ly/12Sw7CR