Brand Management Update
April 9, 2021
What is Youtube? Some think that YouTube counts as a social network. Others see it more as an online video platform.
But the truth is that YouTube has two billion monthly registered users around the world and ranks as the most used online platform. This is not something that can be ignored by any brand.
So in that sense, whether or not YouTube meets the criteria for social media is irrelevant. It is more popular than all of them. But with over 500 hours of video uploaded per minute, effective YouTube marketing is easier said than done.
However, YouTube and the rest of the networks have something in common. If brands want to have some level of relevance, they must have a strategy and must be clear that they must think outside the box in order to have a hook with their potential audience.
Year after year we see how brands give after feet on YouTube and fail to understand that they must do things differently, from a creative point of view, in order to make effective use of this powerful channel. Until this is understood, we will continue to see fortunate phenomena that an independent producer has a much larger audience than economically powerful brands. We like that, as it places greater emphasis for success on creativity and strategy than on money.
April 5, 2021
Add value to your audience and your audience will give you back value… .Yes, you must first give and then receive, those are the rules of effective 21st century media.
The consumption of videos on the Internet is becoming more and more massive and occupies the place of honor among the most consumed content on the Internet, and it is on the rise. This is good news and bad news for advertisers, since while it is good that a medium as expressive and powerful for brands as video captures consumer attention, it is also true that the amount of content available on the web makes it necessary for branded videos to win over consumer preference. And believe us, the competition is strong and does not depend on economic power … we are tired of seeing how a “YouTuber” alone, with a lot of creativity, can perfectly captivate the consumer’s preference over many brands with a lot of economic power.
However, we believe that it is not about competing against that YouTuber, it is about understanding the person with whom we want to communicate and understanding the rules of the environment where we want to do it. Users see more and more content related to what they like, if advertisers understand how to add value to the person who is consuming videos on the internet then they will have more opportunities to reach them when they are most interested in what they see. This, as we’ve said before, also means that advertisers have to stand out from a myriad of content.
March 25, 2021
There is a direct relationship between the complexity of a buyer’s behavior, as they travel through the sales funnel, and the number of online shopping options that currently exist for each product category. In this environment, buyers make decisions in a rather messy and increasingly complex way.
We know, for example, that what happens between the end point of the process (purchase trigger) and the process of deciding to purchase is not linear. Also that there is a complex network of contact points with possible options that vary from person to person. However, what is less clear to us is how buyers process all the investigated information and the criteria that ultimately validate the final purchase.
Consumer access to media and information has led to the growth of important influences that do not fit within the traditional approach to brand marketing. This has great implications for brands large and small, since it is possible that because they do not understand the change that is taking place in consumption patterns, their marketing initiatives do not have the ROI that they could potentially have.
Of course, figuring out what consumers think and how they behave is not a new Idea. It is an aspiration that has always been at the heart of marketing. But, as we are about to discover, the context in which marketers try to achieve this goal has changed dramatically.
March 16, 2021
Return on marketing investment (ROMI) is the contribution to profit attributable to marketing (net of marketing spending), divided by the marketing 'invested' or risked. ROMI is not like the other 'return-on-investment' (ROI) metrics because marketing is not the same kind of investment. Instead of money that is 'tied' up in plants and inventories (often considered capital expenditure or CAPEX), marketing funds are typically 'risked'. Marketing spending is typically expensed in the current period (operational expenditure or OPEX).
The idea of measuring the market's response in terms of sales and profits is not new, but terms such as marketing ROI and ROMI are used more frequently now than in past periods. Usually, marketing spending will be deemed as justified if the ROMI is positive. In a survey of nearly 200 senior marketing managers, nearly half responded that they found the ROMI metric very useful.
The purpose of ROMI is to measure the degree to which spending on marketing contributes to profits. Marketers are under more and more pressure to "show a return" on their activities.
February 17, 2021
In previous articles (see link below) we have talked about relevance. We emphasize that it is the key to effective advertising. Why? Because if something is […]
January 28, 2021
A brand allows INDIVIDUATION , which is the phenomenon that occurs when we are able to identify one thing as opposed to other things.
A brand must provide recognition. Just by looking at it, people realize that it is you and no one else. And the desirable thing is that it also contributes an association with attributes. In this way, a brand can become an umbrella that shelters and accompanies all the products and / or services of a company during its life cycle.
Designing a successful brand identity requires continuous work and collaboration, as it is not susceptible to being static. You should also know that like people, brands change. Yes, consistency over time is desirable, but there must also be mechanisms to determine when it is time to review brand assets, for your next evolutionary step, in your constant communication with your audience.
January 5, 2021
If any marketing trend can claim to be the defining tactic of the last ten years, video is surely there. Images are also easier to remember […]
December 2, 2020
The key to successful content marketing is being able to deliver the right content at the right time. Video content, as the star element of content marketing, does not escape this reality. Your marketing goals should drive the types of videos you create and when you deliver them to your audience. By knowing what creative marketing videos you can produce, you can choose the story you want to tell and make an informed decision on how to tell it. This will help you optimize your marketing campaigns for the stories, formats and platforms that work best for your brand, as as we have said before, it is not about publishing whatever it is, there must be a content strategy for networks .
November 16, 2020
The normal behavior of human beings is to ask their acquaintances for opinions about a product or service before consuming it. This reinforcement becomes advice and […]