![]() Successful companies need both enduring brands and consistent, near-term business results in order to thrive. However, marketers cannot afford to sacrifice long-term brand equity for short-term business results. Digital activation makes it easy to achieve and measure tangible business results – and that’s not a bad thing. Sadly, many marketers lose sight of positioning’s importance online in favour of short-term results. And when there is consistency between brand positioning and the digital activation that results from it, consumers experience the brand in the way it's intended to be experienced – whether they encounter the brand at a pop-up stand or in an online article. A consistent positioning helps marketers stay "on point" with regard to messaging and overall experience. Why digital activation needs to begin with brand strategyĭigital activation shouldn't just be consistent with brand positioning – it should be inspired by it.īrand positioning lies at the centre of every successful activation, digital or otherwise. Despite this truth, most brands fail to consistently develop their digital tactics with brand positioning in mind. As is the case with brand strategy on the largest scale, the solution to more strategic digital activation requires marketers to change both their mindsets about digital activation and the frameworks with which they execute them. ![]() In a survey of marketing directors, 91% agreed that executing successful digital marketing efforts requires adherence to a clear brand positioning. Fortunately, ensuring digital activation is consistent with the brand strategy it's intended to serve is a simple – but important – task. ![]() ![]() Most marketers today are well-versed in digital tactics, but when it comes to connecting those tactics to broader brand strategy, many are a bit lost. ![]()
0 Comments
Leave a Reply. |
AuthorWrite something about yourself. No need to be fancy, just an overview. ArchivesCategories |