//New Media Branding Strategies to Engage Audiences
//’Outside the Cube’ with Wally Koval
As ‘new media’ branding-strategies become a necessity in the face of the ever-adapting media landscape, consumers are becoming more meticulous in their selection of what brands to like, follow, and subscribe-to in the social media realm.
‘New Media’ is a term that was coined in the latter part of the 20th Century to encompass the amalgamation of traditional media with the interactive power of technology; most importantly being that of The Internet.
Loosely speaking though, New-Media describes social networks, blogs, online games and message boards — and more recently the introduction of tethered media platforms like the Kindle, the Nook, the iPad and Mobile Phone Apps… to name a few.
And as ‘New-Media’ grows, branding-strategies, and strategies to successfully leverage and monetize this landscape become essential, it is imperative to entice and engage the consumer who is more meticulous than ever when it comes to what Brands they follow online.
Now, it’s one thing to be able to create a Facebook page or twitter feed for your brand and to gain followers, however, It is another thing entirely to have the knowledge of what’s necessary to engage your audience through these mediums.
A recent influx of brands to the social landscape has lead to ‘information/branding-overload’ and created an increasingly fickle new-media consumer.
With 500+ Million Facebook users and close to 40% claiming to “Like” at least one brand on Facebook there is an incredible market potential available to any brand that does it correctly.
But what exactly is “correct”? How do you distinguish yourself from the pack of other brands vying for your consumers interest? And how do you continue to entice their engagement once you have their attention?
According to a newly issued Cone Incorporated survey, there are a number of factors that lead consumers to really engage with a brand online.
• 77% of attribute their engagement to an offer of free products, services, coupons or other incentives.
• While 46% of those polled say they follow a brand that solves their problems or provide product information
But the numbers don’t stop there — The survey also inquired consumers on their thoughts on being able to interact with a Brand in a new-media environment.
• More than 60% of respondents said they felt a stronger connection with a brand and feel BETTER SERVED by companies when they can have a conversation with them via new media.
• And here is the kicker: 59% of new-media users would be more likely to purchase a brand’s products or services if they can interact with them in a new-media environment.
But lets not get ahead of ourselves, Just because your consumer has ‘liked’ or ‘followed’ you doesn’t necessarily mean they wont, ‘unlike’ and ‘unfollow’ your brand just as quickly .
While consumers want the option to engage with a brand online, they want to do it on their terms.
More than 50% of those same consumers who were smitten with the idea of brands communicating with them also stated that they would stop engaging with brands that over-communicated with them or provided content that was not relevant to them.
In the end it seems that there needs to be a balance and that there needs to be a “pull” rather than a “push” strategy when it comes to new-media.
New-media consumers obviously want you, as a brand, to be available to them, to be at their disposal. They like that you are there to ‘have a conversation with’ about your product or service. They enjoy discounts and product updates, and will happily share their opinions with you via this online medium. However, if they get the slightest whiff of Spam or irrelevant content, they will be gone before you know it.
So before I sign-off, I want to ask YOU a question: What prompts you to ‘Like’ or ‘Follow’ a Brand on Facebook or Twitter? And what does that Brand need to do to keep YOUR engagement? Id love to hear your thoughts.
Im Wally Koval and that’s whats going on outside my cube.