Where Technology Meets Branding: Using Innovation to market your Firm
No matter what industry you work in, you cannot escape the reach of innovation and technological advancement.
Often, it is the most advanced innovations that capture the media’s attention. Take the advent of driverless cars, for example, which has recently received backing from government authorities in the U.S. and UK. There are even plans to host a competition, in which major cities will compete for advanced testing rights and estimated funding of £19 million.
Despite this, some of the most impactful innovations are subtle and tend to evolve over time. This is certainly the case in the world of branding, which has gradually drawn influence from technological advancement and the changing ways in which consumers reference, research and purchase products.
Using Innovation to Market your Brand: 3 Modern-day Ideas
With this organic meeting of branding and technology, there is ample opportunity for businesses to market themselves through new and exciting channels in 2015. For example: -
Attend Technology-based shows such as the CES
As branding becomes increasingly aligned with technology, a number of proactive firms are marketing their products at popular tradeshows such as the Consumer Electronics Show (CES) and the Mobile World Congress (MWC). This is a worthwhile idea, whether you have a mobile application to share or a particularly innovative social media campaign.
Regardless of whether or not these shows are directly relevant to your industry, you can capitalise on the meeting of branding and technology to reach a new and engaged target audience.
Market your Brand through a Mobile Application
Years ago, brands often wavered over whether or not to invest in the development of a mobile website. This seems churlish now, especially as 40% of global customers have now purchased products online or through a mobile device. In 2015, it is more common to debate the importance of developing a mobile application, although the chances are that the need for discussion will also become obsolete in the coming years.
There are now 1.55 million apps in the Google Play Store alone, for example, and many more available through the iOS platform. These numbers will rise exponentially in the coming months, as businesses recognise the potential for creating a branded application that markets products and services on the mobile platform. There is now also the opportunity for brands to optimise their mobile app, providing it with enhanced visibility among online customers.
Use Big Data and CRM to Target Specific customer Demographics
While big data is not a new concept, it has taken a while for brands to appreciate how this can be used to drive targeted and integrated marketing campaigns. This is driven by analytical CRM software, which is now used to collate customer information and organise this to create targeted profiles.
There are two primary benefits of this. The first is that you can manage multiple campaigns on an integrated basis, without compromising on the effective of your messaging between demographics. With the capacity to capture and store incredible amounts of data, you can effectively target and reach alternative groups of customers from a single, Cloud based resource.
Analytical CRM also provides a unique insight into alternative customer profiles, enabling you to refine the smaller details of your messaging and creating more cost-effective campaigns.