Brand Awareness in Digital Era Brand Awareness – two words, but so very crucial in this fast paced world. Before we get into brand awareness, let’s know what a brand actually means. An official definition states, “A brand (or marque for car model) is a name, term, design, symbol, or other feature that distinguishes one seller’s product from those of others”. That’s pretty easy to understand. So what is brand awareness? Well, it’s a part of the definition; it is nothing but the user/viewers ability to distinguish your product from any of your competitors.
In other words, Brand awareness refers to the extent to which customers are able to recall or recognise a brand. For any business that’s important, mainly because of the abundant availability of options! Each service or product is available in different versions, or packages from different vendors. And with all enterprises marketing their products on all media platforms, brand awareness has reached its peak.
Brand awareness is a key indicator of a brand's market performance. Every year advertisers invest substantial sums of money attempting to improve a brand's overall awareness levels. Many marketers regularly monitor brand awareness levels, and if they fall below a predetermined threshold, the advertising and promotional effort is intensified until awareness returns to the desired level.
Since everything is going digital these days, from being checked out on laptops to now on mobile phones, people rely a lot on social media when it comes to trusting their money with any brand. Here are some statistics that might put things into perspective. Global brands spend 45-75 % of their social media time on Facebook.Social media is for B2B brands too. In today’s digital networking environment, your brand can’t afford to ignore major networks like Facebook or Twitter.
There are 2.1 million negative social mentions about brands in the U.S. alone, every single day. Controlling your B2B brand message and reputation is essential. Often, managing your brand, even in B2B, is done on social media.
80% of consumers are more likely to evaluate solutions from the brands they follow on social channels.Social media channels are a one-to-many solution for getting the word out about your products and services. By creating a strong brand presence on social media, you can reach a broader audience.
With the number of social networks constantly increasing, trying to be forever active on all of them is a not necessary. If your business is best suited to a particular network, then it is enough to put the majority of your energy into those few sites. For example, photo-heavy sites might focus on Instagram and Pinterest. B2B companies often do best on Twitter, whereas small businesses in creative industries (like craft marketing) can do well on Instagram. Know where your audiences hang and focus on those networks.
Brand awareness is central to achieving success, and doing it properly in this digital era is even more important. Each business is different, as it is run by different people, thereby, your journey and approach towards brand awareness would be your own. We are here to help you with that.