Digital technology has changed the basic principles of brand building. Today, because of the magnifying effects of digital technology, brand custodians can see much more clearly what consumers are thinking, experiencing and what they are actually doing relative to the buying process. This fly —on-the wall perspective gives them the ability to develop insights that are more compelling and that can yield far more effective solutions.
The internet and all things digital have amplified what the consumers are saying and doing about the things that irk them and the things that make them happy, relative to life, to brands and everything that matter. As brand managers, we have unimpeded access to customers thought process- whether they are posted on the blog, on corporate sites, social media walls, or on the search engines, everything is out there under one big magnifying glass.
The truth is, branding has being magnified in the digital arena, success is far sweeter when you deliver the right message to the right people at the right time. Digital technology has sharpened our focus. We can target the people who really want the things we offer. The value of data as a brand building tool has been magnified tenfold. We now have unparallel access to real time information about what people search for, what they buy, where they buy them and how they make their purchase decisions. These facts and figures about consumer’s likes and dislikes- the new and old demographics sliced, diced and tested in a way never imagined. Brand organizations adept at the use of existing data are getting up to speed on how to take full advantage of the new data success.
The 2022 ABC will focus on how Digital Technology has changed brand building matrices.
