Too many marketers think about where the media is, but they should be thinking about where their consumers are.
Even when your consumers are online, you should align your brand with what are they doing and the mood they are in when they are doing it. If you just go for pure efficiency and reach, you are completely missing the real opportunity of targeting your consumers online. Not only do you have to find your consumers, but you also have to find them in the right mood, so they are willing to engage with your brand.
The reality is today’s consumers live on their phones, tablets, and laptops. While there are many ways to reach consumers, your agency likely recommends the most efficient balance of reach and frequency. Look at potential sites that fit your brand, both from a functional and emotional stance.
Here are the 8 reasons consumers engage online:
- Be smarter
- Stay aware of what’s going on
- Escape the stress at some point in the day
- Express themselves
- Connect with others
- Go places, either local or around the world
- Buy things they desire
- Do things and control the variables.
As consumers move around the internet, their emotional mood state changes. I have matched up the 8 functional ways of how consumers use the internet, with their emotional mood states.
Match up your brand emotional positioning with the consumer’s emotional mood when they are online.
If your brand is trying to own the staying in control zone, do not use sites where consumers are in the mood to escape or express themselves such as Tumbler or Instagram.
Conversely, a brand trying to own the get noticed space should not be on the Economist or The Weather Network. There are enough sites that allow you to line your brand up perfectly.
When consumers want to be smarter, they ‘google it’ or look at subject matter expert sites. And, when consumers want to stay aware, they reach for their favorite online news site or scan social media news feeds.
When consumers are in the mood to feel free, they try to escape, whether a 5-minute break at work or the subway going home after a long day, they look to escape with Youtube or Bleacher Report.
The line is getting blurry when consumers want to express themselves. While they might start with Twitter, they duplicate the post on Facebook, Instagram or Pinterest as they are in the mood to get noticed.
One of the most apparent reasons for the internet is to connect with others, feeding their mood to be liked. They use email, texting or Facebook.
Consumers reach for their phone when they want to do things, checking the weather, looking up restaurant reviews or buying tickets to an event. While these consumers are looking to have fun, they use tools to stay in control, so nothing gets in the way of having fun.
When consumers want to buy things to fulfill a craving or desire to reward themselves, they want it now and use transactional sites such as Amazon or eBay. Moreover, they go straight to a favorite retailer’s e-commerce site.
When consumers want to go somewhere, they use Waze for driving directions or Uber to hail a ride. If they’re going to go on a vacation, they use Expedia to book a flight, explore things to do using TripAdvisor or look up cool places to stay using Airbnb. These consumers are in the mood to explore but also find comfort.
Where are consumers when they are in the mood that matches up with your brand’s desired emotional space?
Here are five media questions for the future
Here are some challenging thoughts for us going forward.
1. Will people watch even more TV in the future?
Sounds crazy, but with more tablets and instant internet access, the future will see us watching even more TV programming. Consumers love anything on video. But, it will not be traditional network TV. We are already seeing a considerable consumer shift to streaming TV, whether Netflix, specialty channels, on-demand viewing, and Youtube videos. Advertising has yet to figure out how it will fit into these new TV options.
2. How can brands capture young adults?
With two college-aged kids, I can tell you they never watch network television, never read newspapers and never listen to the radio. Yet, they are always connected, using Netflix, texting, SnapChat, and Instagram. One of the most interesting insights about this group is, ‘They never go online, mainly because they never go off-line.’ They put their lives online and expect instant access to everything. They are always multi-tasking, prefer apps over software, newsfeed over news stories. While high profile beloved brands can easily reach them, low involvement or indifferent brands will have a hard time reaching them.
3. Can newspapers or magazines even survive?
Newspapers and magazines appear lost. For too long, they linked their brand to the actual format and moved online too slowly. For many, news now is now instant, ubiquitous and more casual/social. Instead of seeking out news, consumers now filter news. Journalists are struggling to capture readers, and print companies are struggling to capture consumers to their online versions, as fake news, Twitter feeds, and social media are dominating traditional print. Can these print companies figure out new revenue and profit models with online versions?
4. Are there too many social media options?
Early innovation in social media led to a divergence of options. Yet, they become more similar than different. Potential power plays could see mergers where the strongest brands squeeze out other players—the first being Microsoft’s purchase of LinkedIn. Other than high profile brands, many Brand Leaders struggle to come up with relevant content that can engage their targets. Imagine who might be next.
5. Can brand leaders figure out how to win in the new world?
Brand Leaders are more confused than they ever have been. The exploding of media options has led to an explosion of agencies, each battling each other for a share of the spend, rather than directing the Marketer with clear advice. The biggest issue I see is that Marketers have become too involved, they are now do-ers taking on parts of subject matter experts rather than staying in the generalist decision maker role. For Brand Leaders, the changes are speeding up. Just as they are used to digital, there is a dramatic shift to social, and then another dramatic you shift to mobile. The problem is that unless you are a consumer of the media options, you will struggle with it. You will learn more about these media choices by trying them out than you will reading a presentation in a boardroom.
Here is a workshop we run on Marketing Execution that looks at both the creative and media sides of reaching consumers.
To learn more about this type of thinking, you should explore my new book, Beloved Brands.
With Beloved Brands, you will learn everything you need to know so you can build a brand that your consumers will love.
You will learn how to think strategically, define your brand with a positioning statement and a brand idea, write a brand plan everyone can follow, inspire smart and creative marketing execution and analyze the performance of your brand through a deep-dive business review.
To order the e-book version or the paperback version from Amazon, click on this link: https://lnkd.in/eF-mYPe
If you use Kobo, you can find Beloved Brands in over 30 markets using this link: https://lnkd.in/g7SzEh4
And if you are in India, you can use this link to order: https://lnkd.in/gDA5Aiw
Beloved Brands: Who are we?
At Beloved Brands, our purpose is to help brands find a new pathway to growth. We believe that the more love your brand can generate with your most cherished consumers, the more power, growth, and profitability you will realize in the future.
We think the best solutions are likely inside you already, but struggle to come out. Our unique playbook tools are the backbone of our workshops. We bring our challenging voice to help you make decisions and refine every potential idea.
We start by defining a brand positioning statement, outlining the desired target, consumer benefits and support points the brand will stand behind. And then, we build a brand idea that is simple and unique enough to stand out in the clutter of the market, motivating enough to get consumers to engage, buy and build a loyal following with your brand.
We will help you write a strategic brand plan for the future, to get everyone in your organization to follow. It starts with an inspiring vision that pushes your team to imagine a brighter future. We use our strategic thinking tools to help you make strategic choices on where to allocate your brand’s limited resources.
Our brand playbook methodology will challenge you to unlock future growth for your brand
- Our deep-dive assessment process will give you the knowledge of the issues facing your brand, so you can build a smart plan to unleash future growth.
- Find a winning brand positioning statement that motivates consumers to buy, and gives you a competitive advantage to drive future growth.
- Create a brand idea to capture the minds and hearts of consumers, while inspiring and focusing your team to deliver greatness on the brand’s behalf.
- Build a brand plan to help you make smart focused decisions, so you can organize, steer, and inspire your team towards higher growth.
- Advise on advertising, to find creative that drives branded breakthrough and use a motivating messaging to set up long-term brand growth.
- Our brand training program will make your brand leaders smarter, so you have added confidence in their performance to drive brand growth.
To learn more about our coaching, click on this link: Beloved Brands Strategic Coaching
To learn more about our training programs, click on this link: Beloved Brands Training
If you need our help, email me at firstname.lastname@example.org or call me at 416 885 3911
You have my personal promise to help you solve your brand building challenges. I will give you new thinking, so you can unlock future growth for your brand.
Founder and CMO, Beloved Brands Inc.