It’s the age-old challenge for any company – invoking a feeling in consumers that they associate with the company name. No matter what the company values are, branding has been a key element of the marketing mix for years, with the end goal being to have an impact on the buying decision outside of simply product or service costs.
However, the prominence of branding could now be under threat. The rise of digital advertising capable of focusing specifically on a particular audience means that it’s now possible to directly reach individuals of a certain type – i.e. best fit customers who are likely to want to buy the product. This draws a question mark over the need for having an influence on that purchasing decision from a brand perspective.
Branding under threat?
In the modern marketing world digital advertising has the potential to be astonishingly accurate. By utilising vast levels of data and sophisticated online intelligence tools, an advertiser can pretty much pick and choose which people see its adverts.
It’s clear that cutting-edge systems and predictive analysis will drive performance, following customer journeys and giving marketers a great deal of detail to work with. Through consumer analysis and segmentation, brands can identify the types of customer they wish to target in a highly effective manner, given the level of modern data available. This results in greater efficiency, effectiveness and relevancy – the latter resulting in an improved customer experience when it comes to receiving and engaging with marketing messages. To continue reading please click the link below;