MARKETING

What is Brand Marketing? | Welcome Software

Published

2 years ago

January 13, 2022

11 B2B Content Ideas to Fuel your Marketing (with Examples)

Before you get to brand marketing, let’s answer one question. You’re 100% sure that you know everything about your brand. However, can you say the same about your target audience?

Brand marketing is that aspect of marketing you don’t hear a lot about. That’s until something significant happens-like Facebook changing its name to Meta. Then it’s all over the news.

This time, don’t let that urgency slip away into the darkness as the news cycle changes. If you’ve been thinking about your brand and its marketing⁠— now is the best time to take action.

What better way to start than this blog? This piece will cover everything you need to learn about brand marketing and a little bit more. This includes:

What is Brand Marketing (Spoiler Alert! It’s Not Branding)
Why Brand Marketing is Important (the Bigger Picture)
Why Your Brand is Not The Problem, Your Marketing is
The Anatomy of A Great Brand Marketing Campaign
How To Get To A Coca-Cola Like Status (Ten Steps plus one Michael Jackson Joke)

What Is Brand Marketing (Spoiler Alert! It’s Not Branding)

It only takes 10 seconds for consumers to make an opinion about a brand. The funny thing is that consumers can’t make an opinion without seeing the brand in the first place.

This brings us to brand marketing.

Brand marketing is a set of marketing practices that aim to improve sales, retain customers and build a reputation by promoting your brand as a whole.

In brand marketing, you’re not promoting your affordable prices, features, or achievements; you’re promoting what you are as a business (your brand)

Why Brand Marketing Is Important (The Bigger Picture)

If someone asked you why bother with brand marketing in the first place, what would your answer be?

It will probably be along the lines of increasing brand recognition to improve conversions with an end goal of increased revenue.

That’s mostly accurate.

However, there’s more to brand marketing than that. Some of the crucial reasons to embrace brand marketing you’ve never thought about include:

1. Access to Quality Talent

“A small team of A+ players can run circles around a giant team of B and C players.” (RIP Steve Jobs).

Did you know that effective brand marketing campaigns can put you within reach of quality employees? Well, this is because such employees look for more in companies than the pay they take home.

According to statistics, 92% of people would leave their job if offered one at a company with an online presence and excellent corporate reputation.

2. Strategic Exposure To Investor Funding

Everybody knows that their target audience is listening to their brand awareness campaigns. Oblivious to many, there’s another group silently taking notes and paying attention.

You guessed right, investors.

82% of investors believe that brand strength and recognition are essential in their decision-making. If you’re planning to woo some big bucks soon, consider adding brand marketing to your marketing strategy.

3. Create Customer Loyalty

There is such a thing as customer loyalty. For example, if you ever see the queen driving about, there’s a 9 in 10 chance she’ll be in a Range Rover.

It’s not that Range Rovers are the best cars ever built (coughs in Bentley). Maybe they have the best branding.

A company’s brand⁠— how you present yourself to the public is right up there with customer experience as a catalyst for customer loyalty.

4. Differentiate Your Business From Other’s

There are a million similar products out there, some even selling at half your price. Your target audience wants to know what makes yours different.

Fortunately, you have brand building to take care of this.

Look at Tesla, for example- they branded their cars as minimalist, environmentally friendly cars of the future that run on nothing. As a result, they’ve built themselves such a loyal fan base they don’t even have to market to sell cars.

Your Brand Is Not the Problem, Your Marketing Is

How many times have you toyed with the idea of changing your brand entirely? If you’ve done so, you’re not alone.

By instinct, the first thing you, and many others, blame for missed targets is their brand. However, the real problem is often the marketing and the brand itself.

That said, even more essential than a successful brand is effective marketing. This is because:

Your customers value your brand presentation as much as the brand itself
Your brand name on itself cannot answer all your customer’s questions
A mediocre brand presentation can tarnish a quality brand
Effective brand presentation is cheaper than rebranding

The best part of it all is that effective brand marketing doesn’t require that you change your brand-which is a whole different story altogether.

The Anatomy Of A Great Brand Marketing Campaign

Not all branding campaigns are created equal. There’s good brand marketing and excellent brand marketing. By the end of this section, you’ll be able to tell the difference from a mile.

Some of the things that lead to great brand marketing campaigns and strategies include:

1. Customer Centricity

Brand marketing is as much about your customers as it is about your product. Every aspect of a great brand marketing strategy revolves around the customer.

To build a customer-centric strategy, you have to create client personas. While you’re at it, answer the following questions.

Who are my customers?
What do they want to hear?
Who do my customers like (celebrities, influencers, etc.)?
What mediums do they use to access their information?

2. More Than Just Your Product

Every great brand must offer something greater than itself. Remember, it takes more than a product to build an emotional connection or trust with your target market.

To build trust, you have to discover the shared beliefs that you and your clients hold dear.

Take Colgate, for example. Instead of building their brand around how great their product is, they advertise healthy dental practices instead.

HubSpot takes a similar approach where most of its brand marketing content is educational. As such, the company brands itself as a reliable source of information, building trust in the process.

Some questions to guide you through this process include:

What concerns do my clients have (safety, climate change, job security, etc.)
What beliefs do my brand share in common with my audience
What do my customers feel strongly about (Patriotic, Supporting small businesses, charity, etc.)

3. Consistency Across All Platforms

If the’s one word that can sum up a great digital marketing campaign, it’s consistency. Even a terrible brand can achieve a lot. It only has to stay consistent for long enough.

And it shows in the numbers. Presenting a brand consistently across all platforms improves brand recognition by 20%.

To ensure consistency in your brand marketing, consider:

Finding a compact brand management software for your content marketing
Brand positioning in as many marketing channels as possible
Finding a unique brand tone and voice for your marketing messaging
Creating content guides for all your content creators

4. Simplicity

Simplicity is the mother of all branding techniques. From Apple to McDonald’s, some of the most effective branding initiatives are also the simplest.

You can see this in:

Companies migrating from high-quality 3D logos to 2D logos
Single syllable advert lines such as Nike’s “Just Do It” and
Easy and memorable advert lines such as Gillette’s “The Best A Man Can Get”

To put how simple most brand marketing initiatives are into perspective, just watch how popular they are with kids and children.

How To Get To A Coca-Cola Like Status (Ten Steps, Plus One Michael Jackson Joke)

You’d be shocked to learn that the late Michael Jackson was the most famous guy on earth. However, nothing will prepare you for this; the Coca-Cola brand is more globally recognized than MJ.

If you don’t believe this, walk to any remote part of Africa or Asia or even Siberia and ask them about the late musician.

They’ll ask you who’s that, look at each other in confusion, then go back to sipping their Coke. That’s because Coca-Cola is the king of Pop. Above that, 94% of the population know it as a global brand.

That said, very few brands will ever get that global Coca-Cola status. Nonetheless, there’s a lot you can learn from them.

Some of the steps successful brands like Walmart and Coca Cola take when advertising include:

1. Find Out Your Objectives

There’s an objective behind every brand marketing campaign. The earlier you find yours, the better your chances of creating an effective brand marketing campaign.

You could be embarking on a brand marketing campaign for different reasons, each with its approach.

Some of these reasons include:

Launching a new product
Expanding into a new market
Wanting to improve customer retention rates
Desire to change perspective about your business

Once you’ve come up with a clear objective for your marketing campaign, you can then break it down into simple (but more comprehensive ) goals. Answering the following questions will help:

What are your short-term goals?
What are your long-term goals?
Where do you see your brand in 10 years?

2. Know Who Your Target Audience Is

Having prior knowledge of who your audience comprises goes a long way in helping you create an effective brand marketing strategy.

Think about it; if you’re advertising kid’s content, you probably wouldn’t run the TV ads at 10 p.m.

It doesn’t stop there. Having your target audience at the back of your mind also affects significant aspects such as your tone of voice, level of personalization, and media channel.

To perfect this, channel some of your marketing efforts into:

Creating buyer and target audience personas
Leveraging previous metrics from content and social media marketing
Read previous feedback from your customers for perspectives
Run surveys on social media sites such as Twitter

3. Identify Your Company’s Personality

Identifying your company’s personality isn’t as complicated as people make it out to be. It all comes down to one question. If your company was a person, who would it be?

If you picture your company as a young, fun, millennial and social person, then you’d take bright color palettes and punchy copy. You’d also take more youthful marketing channels.

If you picture your company as a reserved, traditional, and conservative guy, then you’d take a less intrusive and more serious copy for your brand marketing campaign.

4. Map Out Your Customer Journey and Experience

Before you get a brand, you have to determine which part of your customer experience resonates most with your clients.

Look for ways your product simplifies, eliminates steps, creates convenience, and increases comfort in a customer’s life. Finding answers to the following questions might help:

In which way does my product make my customer’s life convenient
What pain points does my product deal in my customer’s life
What do my most loyal customers love about my product
What makes my product special

When Roll’s Royce did this in 1958, they realized how convenient the silence of their cars was. From this came one of the most iconic pieces of brand marketing in recent history.

“At 60 miles an hour, the loudest noise in this new Rolls Royce comes from the electric clock.”

5. Develop Brand Guidelines

With the above processes, you now have enough information to develop brand guidelines for your content creators.

These guidelines will help create uniformity and consistency across your entire marketing system. You make brand guidelines to:

Bring all your teams under the same page
Create a central point of truth and reference for your brand
A place to share brand objectives with even your future freelance content creators

But before you do that, you’ll first have to fit all these plans into an efficient content calendar. This calendar will act as a self-service portal that helps you organize workflows, track deadlines, and keep in touch with your clients.

6. Come Up With Reliable Metrics to Track Progress

80% of marketers say it takes 12 weeks to launch a campaign (Welcome & Sirkin study, Jan 2021). With the right planning, however, you can take even fewer weeks.

Once you’ve developed your brand marketing strategy, there has to be a way to measure its efficacy.

Is it working, and if so, to which extent? This calls for you to embrace key performance indicators and branding metrics to track progress in your campaign.

Reliable metrics will help you:

Make informed decisions rooted in data
Create gradual improvements in your branding
Perform A/B testing in your branding campaign

Worried About Brand Consistency? Let Welcome Bring Everything Under A Single Dashboard

You probably have an army of writers writing dozens of articles and audiovisual teams almost missing deadlines. Let’s not forget the copywriters writing copy. How do you keep track of everything?

It can be overwhelming. Fortunately, there’s a solution.

Welcome was created for people just like you. Our software brings all your pending projects within your reach under one dashboard -this way, you don’t have to move from tab to tab.

From this dashboard, you can track progress, organize workflows, supervise brand consistency, communicate, and read metrics. Ready to give it a try? Get started with a free Welcome account today!

MARKETING

Tinuiti Marketing Analytics Recognized by Forrester

Published

12 hours ago

April 19, 2024

Entireweb News Bot

Tinuiti Marketing Analytics Recognized by Forrester

News

By Tinuiti Team

Apr 16 2024

Rapid Media Mix Modeling and Proprietary Tech Transform Brand Performance

Tinuiti, the largest independent full-funnel performance marketing agency, has been included in a recent Forrester Research report titled, “The Marketing Analytics Landscape, Q2 2024.” This report comprehensively overviews marketing analytics markets, use cases, and capabilities. B2C marketing leaders can use this research by Principal Analyst Tina Moffett to understand the intersection of marketing analytics capabilities and use cases to determine the vendor or service provider best positioned for their analytics and insights needs. Moffett describes the top marketing analytics markets as advertising agencies, marketing dashboards and business intelligence tools, marketing measurement and optimization platforms and service providers, and media analytics tools.

As an advertising agency, we believe Tinuiti is uniquely positioned to manage advertising campaigns for brands including buying, targeting, and measurement. Our proprietary measurement technology, Bliss Point by Tinuiti, allows us to measure the optimal level of investment to maximize impact and efficiency. According to the Forrester report, “only 30% of B2C marketing decision-makers say their organization uses marketing or media mix modeling (MMM),” so having a partner that knows, embraces, and utilizes MMM is important. As Tina astutely explains, data-driven agencies have amplified their marketing analytics competencies with data science expertise; and proprietary tools; and tailored their marketing analytics techniques based on industry, business, and data challenges.

Our Rapid Media Mix Modeling sets a new standard in the market with its exceptional speed, precision, and transparency. Our patented tech includes Rapid Media Mix Modeling, Always-on Incrementality, Brand Equity, Creative Insights, and Forecasting – it will get you to your Marketing Bliss Point in each channel, across your entire media mix, and your overall brand performance.

As a marketing leader you may ask yourself:

How much of our marketing budget should we allocate to driving store traffic versus e-commerce traffic?
How should we allocate our budget by channel to generate the most traffic and revenue possible?
How many customers did we acquire in a specific region with our media spend?
What is the impact of seasonality on our media mix?
How should we adjust our budget accordingly?
What is the optimal marketing channel mix to maximize brand awareness?

These are just a few of the questions that Bliss Point by Tinuiti can help you answer.

Learn more about our customer-obsessed, product-enabled, and fully integrated approach and how we’ve helped fuel full-funnel outcomes for the world’s most digital-forward brands like Poppi & Toms.

The Landscape report is available online to Forrester customers or for purchase here.

MARKETING

Ecommerce evolution: Blurring the lines between B2B and B2C

Published

1 day ago

April 18, 2024

Entireweb News Bot

Ecommerce evolution: Blurring the lines between B2B and B2C

Understanding convergence

B2B and B2C ecommerce are two distinct models of online selling. B2B ecommerce is between businesses, such as wholesalers, distributors, and manufacturers. B2C ecommerce refers to transactions between businesses like retailers and consumer brands, directly to individual shoppers.

However, in recent years, the boundaries between these two models have started to fade. This is known as the convergence between B2B and B2C ecommerce and how they are becoming more similar and integrated.

Source: White Paper: The evolution of the B2B Consumer Buyer (ClientPoint, Jan 2024)

What’s driving this change?

Ever increasing customer expectations

Customers today expect the same level of convenience, speed, and personalization in their B2B transactions as they do in their B2C interactions. B2B buyers are increasingly influenced by their B2C experiences. They want research, compare, and purchase products online, seamlessly transitioning between devices and channels. They also prefer to research and purchase online, using multiple devices and channels.

Forrester, 68% of buyers prefer to research on their own, online . Customers today expect the same level of convenience, speed, and personalization in their B2B transactions as they do in their B2C interactions. B2B buyers are increasingly influenced by their B2C experiences. They want research, compare, and purchase products online, seamlessly transitioning between devices and channels. They also prefer to research and purchase online, using multiple devices and channels

Technology and omnichannel strategies

Technology enables B2B and B2C ecommerce platforms to offer more features and functionalities, such as mobile optimization, chatbots, AI, and augmented reality. Omnichannel strategies allow B2B and B2C ecommerce businesses to provide a seamless and consistent customer experience across different touchpoints, such as websites, social media, email, and physical stores.

However, with every great leap forward comes its own set of challenges. The convergence of B2B and B2C markets means increased competition. Businesses now not only have to compete with their traditional rivals, but also with new entrants and disruptors from different sectors. For example, Amazon Business, a B2B ecommerce platform, has become a major threat to many B2B ecommerce businesses, as it offers a wide range of products, low prices, and fast delivery

“Amazon Business has proven that B2B ecommerce can leverage popular B2C-like functionality” argues Joe Albrecht, CEO / Managing Partner, Xngage. . With features like Subscribe-and-Save (auto-replenishment), one-click buying, and curated assortments by job role or work location, they make it easy for B2B buyers to go to their website and never leave. Plus, with exceptional customer service and promotional incentives like Amazon Business Prime Days, they have created a reinforcing loyalty loop.

And yet, according to Barron’s, Amazon Business is only expected to capture 1.5% of the $5.7 Trillion addressable business market by 2025. If other B2B companies can truly become digital-first organizations, they can compete and win in this fragmented space, too.”

If other B2B companies can truly become digital-first organizations, they can also compete and win in this fragmented space

Joe Albrecht
CEO/Managing Partner, XNGAGE

Increasing complexity

Another challenge is the increased complexity and cost of managing a converging ecommerce business. Businesses have to deal with different customer segments, requirements, and expectations, which may require different strategies, processes, and systems. For instance, B2B ecommerce businesses may have to handle more complex transactions, such as bulk orders, contract negotiations, and invoicing, while B2C ecommerce businesses may have to handle more customer service, returns, and loyalty programs. Moreover, B2B and B2C ecommerce businesses must invest in technology and infrastructure to support their convergence efforts, which may increase their operational and maintenance costs.

How to win

Here are a few ways companies can get ahead of the game:

Adopt B2C-like features in B2B platforms

User-friendly design, easy navigation, product reviews, personalization, recommendations, and ratings can help B2B ecommerce businesses to attract and retain more customers, as well as to increase their conversion and retention rates.

According to McKinsey, ecommerce businesses that offer B2C-like features like personalization can increase their revenues by 15% and reduce their costs by 20%. You can do this through personalization of your website with tools like Product Recommendations that help suggest related products to increase sales.

Focus on personalization and customer experience

B2B and B2C ecommerce businesses need to understand their customers’ needs, preferences, and behaviors, and tailor their offerings and interactions accordingly. Personalization and customer experience can help B2B and B2C ecommerce businesses to increase customer satisfaction, loyalty, and advocacy, as well as to improve their brand reputation and competitive advantage. According to a Salesforce report, 88% of customers say that the experience a company provides is as important as its products or services.

Market based on customer insights

Data and analytics can help B2B and B2C ecommerce businesses to gain insights into their customers, markets, competitors, and performance, and to optimize their strategies and operations accordingly. Data and analytics can also help B2B and B2C ecommerce businesses to identify new opportunities, trends, and innovations, and to anticipate and respond to customer needs and expectations. According to McKinsey, data-driven organizations are 23 times more likely to acquire customers, six times more likely to retain customers, and 19 times more likely to be profitable.

What’s next?

The convergence of B2B and B2C ecommerce is not a temporary phenomenon, but a long-term trend that will continue to shape the future of ecommerce. According to Statista, the global B2B ecommerce market is expected to reach $20.9 trillion by 2027, surpassing the B2C ecommerce market, which is expected to reach $10.5 trillion by 2027. Moreover, the report predicts that the convergence of B2B and B2C ecommerce will create new business models, such as B2B2C, B2A (business to anyone), and C2B (consumer to business).

Therefore, B2B and B2C ecommerce businesses need to prepare for the converging ecommerce landscape and take advantage of the opportunities and challenges it presents. Here are some recommendations for B2B and B2C ecommerce businesses to navigate the converging landscape:

Conduct a thorough analysis of your customers, competitors, and market, and identify the gaps and opportunities for convergence.
Develop a clear vision and strategy for convergence, and align your goals, objectives, and metrics with it.
Invest in technology and infrastructure that can support your convergence efforts, such as cloud, mobile, AI, and omnichannel platforms.
Implement B2C-like features in your B2B platforms, and vice versa, to enhance your customer experience and satisfaction.
Personalize your offerings and interactions with your customers, and provide them with relevant and valuable content and solutions.
Leverage data and analytics to optimize your performance and decision making, and to innovate and differentiate your business.
Collaborate and partner with other B2B and B2C ecommerce businesses, as well as with other stakeholders, such as suppliers, distributors, and customers, to create value and synergy.
Monitor and evaluate your convergence efforts, and adapt and improve them as needed.

By following these recommendations, B2B and B2C ecommerce businesses can bridge the gap between their models and create a more integrated and seamless ecommerce experience for their customers and themselves.

MARKETING

Streamlining Processes for Increased Efficiency and Results

Published

2 days ago

April 18, 2024

Entireweb News Bot

Streamlining Processes for Increased Efficiency and Results

How can businesses succeed nowadays when technology rules? With competition getting tougher and customers changing their preferences often, it’s a challenge. But using marketing automation can help make things easier and get better results. And in the future, it’s going to be even more important for all kinds of businesses.

So, let’s discuss how businesses can leverage marketing automation to stay ahead and thrive.

Benefits of automation marketing automation to boost your efforts

First, let’s explore the benefits of marketing automation to supercharge your efforts:

Marketing automation simplifies repetitive tasks, saving time and effort.

With automated workflows, processes become more efficient, leading to better productivity. For instance, automation not only streamlines tasks like email campaigns but also optimizes website speed, ensuring a seamless user experience. A faster website not only enhances customer satisfaction but also positively impacts search engine rankings, driving more organic traffic and ultimately boosting conversions.

Automation allows for precise targeting, reaching the right audience with personalized messages.

With automated workflows, processes become more efficient, leading to better productivity. A great example of automated workflow is Pipedrive & WhatsApp Integration in which an automated welcome message pops up on their WhatsApp

within seconds once a potential customer expresses interest in your business.

Increases ROI

By optimizing campaigns and reducing manual labor, automation can significantly improve return on investment.

Leveraging automation enables businesses to scale their marketing efforts effectively, driving growth and success. Additionally, incorporating lead scoring into automated marketing processes can streamline the identification of high-potential prospects, further optimizing resource allocation and maximizing conversion rates.

Harnessing the power of marketing automation can revolutionize your marketing strategy, leading to increased efficiency, higher returns, and sustainable growth in today’s competitive market. So, why wait? Start automating your marketing efforts today and propel your business to new heights, moreover if you have just learned ways on how to create an online business

How marketing automation can simplify operations and increase efficiency

Understanding the Change

Marketing automation has evolved significantly over time, from basic email marketing campaigns to sophisticated platforms that can manage entire marketing strategies. This progress has been fueled by advances in technology, particularly artificial intelligence (AI) and machine learning, making automation smarter and more adaptable.

One of the main reasons for this shift is the vast amount of data available to marketers today. From understanding customer demographics to analyzing behavior, the sheer volume of data is staggering. Marketing automation platforms use this data to create highly personalized and targeted campaigns, allowing businesses to connect with their audience on a deeper level.

The Emergence of AI-Powered Automation

In the future, AI-powered automation will play an even bigger role in marketing strategies. AI algorithms can analyze huge amounts of data in real-time, helping marketers identify trends, predict consumer behavior, and optimize campaigns as they go. This agility and responsiveness are crucial in today’s fast-moving digital world, where opportunities come and go in the blink of an eye. For example, we’re witnessing the rise of AI-based tools from AI website builders, to AI logo generators and even more, showing that we’re competing with time and efficiency.

Combining AI-powered automation with WordPress management services streamlines marketing efforts, enabling quick adaptation to changing trends and efficient management of online presence.

Moreover, AI can take care of routine tasks like content creation, scheduling, and testing, giving marketers more time to focus on strategic activities. By automating these repetitive tasks, businesses can work more efficiently, leading to better outcomes. AI can create social media ads tailored to specific demographics and preferences, ensuring that the content resonates with the target audience. With the help of an AI ad maker tool, businesses can efficiently produce high-quality advertisements that drive engagement and conversions across various social media platforms.

Personalization on a Large Scale

Personalization has always been important in marketing, and automation is making it possible on a larger scale. By using AI and machine learning, marketers can create tailored experiences for each customer based on their preferences, behaviors, and past interactions with the brand.

This level of personalization not only boosts customer satisfaction but also increases engagement and loyalty. When consumers feel understood and valued, they are more likely to become loyal customers and brand advocates. As automation technology continues to evolve, we can expect personalization to become even more advanced, enabling businesses to forge deeper connections with their audience. As your company has tiny homes for sale California, personalized experiences will ensure each customer finds their perfect fit, fostering lasting connections.

Integration Across Channels

Another trend shaping the future of marketing automation is the integration of multiple channels into a cohesive strategy. Today’s consumers interact with brands across various touchpoints, from social media and email to websites and mobile apps. Marketing automation platforms that can seamlessly integrate these channels and deliver consistent messaging will have a competitive edge. When creating a comparison website it’s important to ensure that the platform effectively aggregates data from diverse sources and presents it in a user-friendly manner, empowering consumers to make informed decisions.

Omni-channel integration not only betters the customer experience but also provides marketers with a comprehensive view of the customer journey. By tracking interactions across channels, businesses can gain valuable insights into how consumers engage with their brand, allowing them to refine their marketing strategies for maximum impact. Lastly, integrating SEO services into omni-channel strategies boosts visibility and helps businesses better understand and engage with their customers across different platforms.

The Human Element

While automation offers many benefits, it’s crucial not to overlook the human aspect of marketing. Despite advances in AI and machine learning, there are still elements of marketing that require human creativity, empathy, and strategic thinking.

Successful marketing automation strikes a balance between technology and human expertise. By using automation to handle routine tasks and data analysis, marketers can focus on what they do best – storytelling, building relationships, and driving innovation.

Conclusion

The future of marketing automation looks promising, offering improved efficiency and results for businesses of all sizes.

As AI continues to advance and consumer expectations change, automation will play an increasingly vital role in keeping businesses competitive.

By embracing automation technologies, marketers can simplify processes, deliver more personalized experiences, and ultimately, achieve their business goals more effectively than ever before.