Optimizing Your Brand to an Ever-Changing Environment


Photo from L7 Software

Consider this: you’re a business and you want to be taken seriously. Who wouldn’t? In order to do so, you already know that you need to have quality branding. Your brand connects verbal and visual elements to create recognition, reach a target audience, and build a complete packaged experience to the consumer.

Now pile on another layer called optimization, a narrowly focused brand crafted to connect with very specific audiences that are looking for what you offer at a certain time and a certain place. A well-marketed and optimized brand will present its message with images at the very point when and where your target is choosing to respond. Whether it’s to inquire, refer, click, register, or buy, it’s a critical part of your marketing plan.

What’s the big deal?

The evolution of marketing is interminable and ever-changing. Today, the most successful marketing leaders focus on new and innovative ways to generate revenue and create buzz about their products or services. With the ongoing developments of technology, it’s safe to say that all branding campaigns need to continue to progress in order to stay relevant.

Gone are the days of allocating an entire marketing budget to a print ad or 30-second spot on the radio. Although those methods are still alive and well today, there has been a major migration of ad spending from traditional channels to digital ones. TV commercials today are pointing viewers to go directly online and visit their websites while radio advertisements have listeners visit mobile apps. All signs point to digital progression.

In a world where mobile devices are used universally, it’s critical for brands to be prepared to engage their customers in social media. More than 74% of Americans own smartphones. Of those users, one-third of them say they use their mobile device as their primary source for Internet. If marketers haven’t already caught on that it’s time to move forward and take advantage of mobile advertising, now is the time.

When it boils down to ROI and digital marketing, the real voyage is with how customers find and evaluate what they will purchase from whom. The initial touch points of discovery are digital; whether it’s through social media, mobile apps, search engines or other routes. In nearly every market, buying decisions rely heavily on digital content and user experience. It is completely necessary for a business to be present when a user is searching for them.

The solution to reaching the right audience while giving the right impressions is understanding the difference between inbound and outbound marketing. Outbound marketing, also referred to as ‘push’ marketing, imposes itself on people without an invite. Spam emails, telemarketing, and other unwanted ads like these are considered outbound.

Inbound marketing is initiated by its recipients, which eliminated the unwanted factor. The user will look for something that interests them, and a marketer delivers useful information or services. Thus begins a relationship between the buyer and the seller that has potential to be nurtured over buyer-invited interaction. With this type of marketing, it is possible to track engagement, see how many go on to become leads or customers, view shares or “likes” on social media, and receive feedback on what resonates with user.

What does all of this mean to you and your business? Adapting to digital media as it evolves is essential for branding. Optimizing all of your digital assets will help you reach prospective and new customers while maximizing your performance. Whether it’s your web page, display ad, blog, article, video, or social media network, you’ve got to put yourself out there so that your customers can find you.


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