Creating a likeable brand begins with the corporate culture, which has roots in the founders and directors personality and character. People like a brand because it resonates with them. As the old saying goes ‘people buy from people' and it is still the case in our digital age. So, always be honest and never exaggerate. A business is more profitable if people trust the people behind the logos and advertising slogans.
Follow the principles of TART framework to build a likeable brand and listen to the conversations about #meaningfulbrands. How can the power of data, audience psychology and creativity drive results?
It doesn’t take a genius to realise that it’s impossible to make good decisions without data and understanding of audience behaviour and customer psychology. Making business decisions without data is scary. Data helps finding patterns and anticipating change, which fuel creativity and innovation. Creativity and data go hand in hand; they are inseparable. Creativity allows you to excite your customers; and you won’t be able to do that unless you interact with them.
When data and creativity converge, brands meet, if not exceed, their customer expectations. Data and audience psychology provide insights about what they need to know about their customers and how they want to be treated. To drive better result, always ask the questions begin with:
What’s the difference between digital and social media marketing?
First of all, as soon as you stick the term ‘marketing’ to anything you put people off, unless you have something meaningful to share that people can relate to. It is all about responding to needs as opposed to creating one.
Social media is a part of digital media and I don’t really understand why most businesses are insisting to treat the two separately. However, unlike some components of digital marketing that target the mass and reporting on big numbers, social media is more about niche targeting and meaningful conversations.
Social media is more about conversations and communications and less (if at all) about marketing. Brands using digital marketing techniques know how difficult it is to drive quality traffic to their websites and convert interactions with their ads and banners to paying customers; it is even more difficult to do so on social media channels. Simply because, people on social media are demanding open, meaningful and transparent conversations; they are not on social media to buy from sellers and “engage” with ads and promotions.
Digital media requires more content consumption and interaction evaluation, whereas social media requires in-depth behaviour and psychological evaluation. In a nutshell, they’re complementary of each other and go hand in hand.
Where is Social Media marketing heading?
Social media is all about common sense and back to basics. It is a major part of almost everyone’s life in this day and age.
Most businesses chose to experiment with different ways of selling and marketing their products and services on social media but, a few like KLM, GiffGaff and Innocent Drinks have invested in customer service and building community.
The good news is, social media as we know it, is transforming; and more brands are trying to create conversation and engage with their customers on social media channels. They just realised, they don’t have to be on every social media channel only because their competitors are.