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Redesigning Your Marketing Strategies to Suit New-Age Consumers

Marketing organizations seem to have lagged behind when compared to other sectors in terms of technological transformations and customer expectations. From the growth in popularity of online shopping channels to personalized ad campaigns for specific customer groups, consumer marketing strategies have evolved drastically over the past decade. Although the channels and technologies used by modern marketing companies have changed considerably, the manner in which tasks are approached remains more or less the same even today, and that is not a good sign. Organizations that continue to roll out large and infrequent campaigns, rely on media purchasing agencies, and are organized by geography or by product fail to take full advantage of the latest digital and advanced analytics tools. They can be used as effective marketing tools to chalk out marketing strategies that are more engaging, effective, and agile. Making use of these capabilities for effective marketing strategies require new management approaches.

Failing to have a comprehensive understanding of the target customers can result in failed marketing strategies. Request a free proposal to know how we can help your business streamline processes and build the right marketing strategies.

Building New age marketing strategies

Marketing strategiesManage internal and external partnerships

Organizations must leverage opportunities for advanced marketing strategies available today including search, social, programmatic, and content management. Internal and external teams that deliver these services must aim to function as an interconnected ecosystem. A key decision relating to marketing strategies to be made here is to figure out what needs to be handled internally and what must be outsourced to an external partner. It is advisable for the brand to handle core competencies such as strategy, while execution functions such as experimenting with new media or channels can be outsourced to external partners.

Build globally dispersed networks

Over the years, a common practice followed by brands to manage marketing strategies is by putting a global team under control of global marketing campaigns and assigning a local team to locally execute these campaigns. This could often create a clash between teams, especially with local teams thinking that the global team lacks a comprehensive understanding of their market. To combat this issue while promoting marketing strategies, a new age concept brand tribe have emerged. Brand tribes refer to an informal and globally dispersed network of marketers who come together to identify and share their best assets. Instead of the conventional top-down approach, these brand tribes have community managers who foster global collaboration, post insights, promote assets for particular markets, and discourage off-brand execution. This can also act as a way to reinforce brand standards.

Your marketing strategies proving to be ineffective? Marketing campaigns not generating the expected ROI? Tell us your business challenge and learn how our solutions can help.

Identify new growth channels

With the rising market competition, brands are under extreme pressure to identify and pursue new sources of growth that may be internal or external to the core business. Fastest growers in any industry are those that develop new products or services while maintaining their baseline capabilities. One way to achieve this is to create a dedicated new-ventures unit in the company that examines and identifies new growth opportunities for the company. Another way to do this is by partnering with start-ups that can provide a larger pool of opportunities in terms of emerging technologies and innovation.

 Building an agile operating model

Building marketing strategies to attract new age consumers have become extremely challenging. As a result, now brands are even taking inspiration from companies in other sectors to innovate their operations. The concept of agile is one such strategy that has originated from software development wherein small, self-organizing, cross-functional teams that work towards specific goals by breaking down large tasks in smaller units, assigning responsibility to team members, and constantly reviewing progress. Agile operating models can help identify profitable opportunities in real-time, rapidly deploy tests, evaluate results, and constantly reiterate.

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Brand marketing strategy

Accommodating Dynamic Customer Demands with Effective Brand Marketing Strategies

What is brand marketing strategy?

A brand marketing strategy is aimed at promoting a company’s products or services in a way that highlights their overall brand. Companies leverage brand marketing services to help them link the brand’s identity, values, and personality with communications to the target audience. A brand marketing strategy is a crucial investment in building an asset called brand equity. Brand equity is the portion of a company’s value or market cap that is attributable to a company’s brand name. It plays a crucial role in building a company’s reputation, trustworthiness, and market reach.

Is your brand marketing strategy on point? If not, we can help to identify the gaps in your current brand marketing strategy and build robust and innovative solutions that are in line with the market standards. Request a free proposal to know more.

How to create a brand marketing strategy

Establish a company vision

Companies must first decide what they want to be known for or how they want to position their brand identity before developing a brand marketing strategy. This helps buyers to associate certain attributes with a particular brand or products of that brand. For instance, many energy drink companies have partnered with sportspersons or athletes. This makes customers associate the success of these popular personalities with the energy drink. Furthermore, it gives the product a sporty image.

Identify a strategic target audience

The brand marketing strategies of companies that fail to understand their target customers correctly will ultimately become unsuccessful. Target market segmentation involves much more than grouping customers based on their basic demographics. However, a great brand marketing strategy is built on the basis of psychographics and multiple buying personas for the same market. This includes customers who have different shopping habits or feeling towards the brand. Once a strong target audience base is set up, you can then move on to creating a consistent brand.

Be consistent

The effectiveness of a brand’s customer interactions acts as a vital cornerstone for successful branding. The message, visual aesthetics, and brand tone should be recognizable and aligned for the long-term. Furthermore, consistency in brand communications is key to building customer loyalty and trust. Today, one of the best ways to ensure brand consistency is to increase awareness online. Since most of the modern companies use online marketing techniques, creating online brand consistency is one of the primary and least important steps involved in developing a consistent brand.

Building a brand marketing strategy could be challenging, especially if you do not have the right expertise or market knowledge. Our industry experts have been successful in helping several small and big businesses around the globe keep a close watch on key events in the market and build robust go-to-market strategies to stay relevant. Get in touch with us to know how we can help you.

Deliver the promises

Even if the brand has an appealing personality, design, content, and consistency, but the company’s brand marketing strategy would go down the drain if the product does not follow through on the promises made to the customers. A robust brand can only be built by delivering products that are of superior quality. When companies offer poor product or service quality, it negatively affects the perception of their brand. Furthermore, it should also be ensured that the attention to quality extends to all areas of the company’s interaction with their clients including social media platforms and support. When a company fails to deliver its promises, the brand marketing strategy essentially does not align with what they are actually selling. Moreover, it creates a distrust from their current and future customers.

Create an emotional connection

A successful brand marketing strategy establishes an emotional connection with their customers. Companies that position their products as a must-have brand and build a loyal consumer following have tapped into the full power of their brand marketing strategy and will benefit in the long-term. Also, providing great customer service and interacting more with customers are effective brand marketing strategies to garner more loyal customers for the brand. This also promotes repeat purchases and brand advocacy for the company.

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marketing strategies

Marketing Strategies for Expanding Your Business into Europe: Key factors to consider

Since 2014, there has been a tremendous marketing transformation in Europe. Amidst this, marketers are having a tough time perfecting their content marketing strategies to engage European customers. Successful market strategies are those that are highly responsive to different environments. There might be substantial variations in the focus, aims, and techniques of marketing over time, making it imperative for companies entering the region to understand the existing disparities and to respond to them with effective marketing strategies.

With several years of experience across various industries, experts at Infiniti Research have used their expertise in assisting global clients to successfully meet their business and marketing goals. Request a free proposal to know how we can help you!

What is a marketing strategy?

marketing strategies

Marketing strategies combine a company’s marketing goals into a comprehensive plan to achieve them. Effective marketing strategies should include market research and focus on the right product mix in order to maximize profit potential. Top companies around the globe have realized the importance of marketing strategies in identifying the best customers and understanding their needs. Moreover, it also helps businesses gain a competitive advantage over their rivals in the industry.

Creating a marketing strategies for the European market

Understand the customers

It is often observed that B2C companies are ahead of the curve when compared to B2B companies in exercising effective marketing strategies, especially on social platforms. However, considering the fact that today both customers and businesses have an active presence on online channels, B2B companies must also lay more emphasis on enhancing their marketing strategies. Furthermore, European customers are known to be highly dependent on digital devices either to make a purchase or research about a product/service that they are interested in. So, companies must begin by creating content that their target audience is searching for. This can be done by gaining insights from the sales and customer service teams about what makes customers dissatisfied. Companies can also set up a social media monitoring dashboard to better monitor keywords, interests, and brand mentions.

Create a targeted approach

Modern companies must not overlook the fragmented distribution ecosystem, rather they must create a highly targeted and specific approach for each channel. In the US, for instance, companies have already understood the importance of this and are implementing more targeted marketing strategies when compared to their European counterparts. In this era of immersive content, companies in Europe must look at ways that they can enhance their marketing efforts by enhancing user experience through the use of advanced technology.

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Understand the nature of market

Certain marketing strategies often do not work as well in Europe as it does in countries like the U.S. Furthermore, one marketing strategy may not be effective across different countries in Europe. Marketers need to understand Europe is not a homogenous market. One of the key challenges here for companies is to understand the local language, the market maturity and the buyer behavior of Europeans. In most cases, highly localized content and marketing strategies that are suited to specific regions in Europe prove to more effective. European marketers sometimes make the mistake of creating and rolling out the same content across Europe without adapting their content to the specific target market and buyers in the specific countries. The best marketing strategies are those that adapt to the changing needs of customers. For instance, a buyer of office furniture looks at office furniture differently when compared to a customer for the same product in the Netherlands or the UK.

Marketing automation

One of the biggest differences between the marketing strategies used in the US and Europe is that in the US, companies are looking at how marketing automation rapidly steps up to the next level such as machine learning and AI. The EU market, on the other hand, is playing catch-up on this front, and the gap between adoption and the technical offering is getting larger.

Get in touch with us for more insights on global marketing transformation and tips on growing into the European market.

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