In the new normal era that envisions a post-coronavirus era, society is expected to undergo a further digital shift, and organizational and business technologies will further evolve.
Due to the global coronavirus pandemic, consumers are spending more time at home. As a result, online demand is expanding, and the use of e-commerce sites and online services is also increasing.
As digitalization accelerates, how should companies promote their brands and use effective advertising? We will analyze and explain the role of advertising creatives and optimal communication in future marketing activities.
“Targeting” necessary for brand communication
In 2019, digital advertising expenditures surpassed TV advertising expenditures for the first time, and in 2020, the already existing trend of digitalization suddenly accelerated. It was a year when social interactions were restricted around the world, and many people used remote and social media instead. It can be said that the penetration rate of online games and the usage rate of e-commerce sites have increased significantly.
Starting in 2021, even more advanced corporate brand communication will be required.
It can be said that it is difficult to achieve success in brand communication using traditional digital marketing alone, which involves finding and selecting media that are efficient in obtaining conversions. Performance marketing, which is called “acquisition type,” is different from brand communication, which is “nurturing type,” and it is necessary to consider the methods separately.
Below, we will explain in detail how to understand the “targeting” necessary for brand communication.
Reference source:
Introducing the research solution “ContextLab” to address the challenges of digital utilization in brand communication, which will become stronger in the post-corona era
two approaches
Source:
Introducing the research solution “ContextLab” to address the challenges of digital utilization in brand communication, which will become stronger in the post-corona era
Brand power is essential for corporate growth. In order to improve this, effective communication with consumers is important.
In performance-based marketing, priority is given to consumers with high engagement and prospects who will respond quickly, rather than the wide range of consumers (light class) that will be cultivated in the future.
On the other hand, in brand communication, companies aim for long-term relationships with consumers in order to widely disseminate their brands. The two approaches are different because, unlike advertising that efficiently increases conversion, the focus is on creativity that will remain in the consumer’s memory as much as possible.
The same applies to the timing and content of appeals. If campaigns and other advertisements are executed without recognizing the difference between the two, the credibility of the company will decline due to incorrect targeting as shown in the table above, and there is a possibility that the brand will be damaged.
In order not to reduce brand favorability
Source:
Introducing the research solution “ContextLab” to address the challenges of digital utilization in brand communication, which will become stronger in the post-corona era
In order to develop ads that resonate with consumers in the media that is most appropriate for their company, the context in which consumers see the ads, the format of the ad display, and the content displayed are important.
Advertising on social media is often not mandatory, and consumers are said to only see it for about 3 seconds. Points to keep in mind are that the advertisements are tailored to the context of each media, and that they are creative enough to create a good image.
Keeping in mind that depending on the content of digital campaigns and advertisements, consumers’ purchase intentions may be weakened, it is important to select media outlets that are likely to produce high-quality content and effectiveness.
summary
For advanced brand communication, companies will need to understand targeting and context, and aim for high-quality creative advertising that increases consumer favorability. Marketing with effective timing and distribution destinations will lead to business growth.
Reference source:
Introducing the research solution “ContextLab” to address the challenges of digital utilization in brand communication that will become stronger in the post-corona era