Marketers involved in the strategic development of marketing communications have seen new channels emerge as opportunities to get creative and cost-effective ideas to reach their audiences.
In this article we will discuss the pros and cons of promoting your brand in event marketing, blogs, and podcast.
Event marketing Communication
Event marketing has become an exciting alternative to differentiate brands. One of the best case studies is Red Bull and its exciting events. Event marketing is different than sponsorship because it has additional control for the brand. Nonetheless, it also has the added strains of logistical work and financial cost.
A good execution will generate a positive association with your brand, earn media both from customers posting on social media and the press, and sales. The objective is to create memorable experiences in your customer’s minds that will result in brand loyalty.
However, if you are a small brand, that does not mean you have to have a Red Bull budget to execute proper event marketing. You could organize a 5k run, a Bootcamp, a social gathering, or a sports competition depending on your brand values.
Nonetheless, if logistics are a limitation or your team has limited time. Then consider sponsoring an event as an alternative.
Blog as marketing communications
Blogs are a fantastic source of content on the internet. According to Statista, there are over 31 million bloggers. Also, over 70% of internet users read blogs. Just in WordPress blogs, they had over 20 billion views in May.
Users read blogs to find stories, reviews, experiences, and more. Finding the right blogger or building a blog for your own company can be an excellent source of credibility and engagement.
Blogs can also be targeted. For instance, bloggers usually post about specific topics that might be of interest to your audience, and as a plus, it can help drive the SEO for your website.
The point against blogs is the challenge of finding the correct blog of building the discipline and best practices to create one. Traffic could be limited, especially in the short term.
Integrating podcast to your messages
According to Edison Research, 54% of podcast consumers say that they are more likely to consider the brands they hear advertised on podcasts, and there is around a 17% market penetration in customers listening to podcasts at least once a week.
A podcast is a great way to narrow your target customers either by segment or by topic. They are also cheaper than the radio, with the average ad slot cost between 10 and 50 dollars. As a con, they usually have less reach than the radio industry.
Conclusion on new marketing channel impact on IMC
Marketers should and are constantly rethinking of new and exciting ways to get their message across to their target audience. With the internet revolution, customers are in more control than ever to customize and enjoy the specific content that they like.
The new reality poses a challenge for marketing communications to find the ideal channel to be on, but also a unique opportunity to indeed provide segmented content to your target with effectiveness in mind.
I hope you enjoyed this week’s article. If you want to develop a brand equity management system, please visit my last week’s post. If you have any questions, please leave a comment below.