The future of branding: Consumers have changed but can marketing change with them ?
12/27/09 12:03 PM Filed in: #Branding
The signs are everywhere, consumers savings up, spending down, big brands in trouble and more consumers switching to store brands. Value is being redefined by consumers not marketers and consumers expect a lot more than a lot of brands are willing to give. Branding today means executing on every consumer touchpoint to perfection and exceeding expectations. While more marketers are going to spend more on social media next year its not the end to marketers troubles. Some will spend too much, others will spend too little but in order to get the ROI from social media it requires both time and an integrated strategy.
Some companies are cutting budgets but smart organizations know that they have to invest in consumers and realign processes around providing value to make a difference. Engagement marketing? To be honest most engagement marketing is bullshit because people don't want to engage with most marketers and you can spend a lot of time and money engaging consumers who will never become customers. Remember social media is great tool for both listening and talking with your audience. Just be sure that your audience is there and that it can meet business objectives. Having a lot of followers doesn't mean anything if sales are still stuck in neutral.
