There are two types of knowledge and memories brands need to be aware of when implementing new marketing strategies, episodic and semantic. Episodic knowledge is the account of events. On the contrary, semantic knowledge is the information and objects and their properties. Semantic memories are memories of things and the properties. At the same time, episodic are the memories of events, both those that happened to the person themselves and those the person has witnessed or heard of; these are the ones more easily recalled.
Both of these are important for brands to incorporate in their marketing strategies. Nielsen’s article explains understanding memory in advertising, “episodic memory is the memory of an event in space and time—it includes other contextual information present at that time. On the other hand, semantic memory is a more structured record of facts, meanings, concepts and knowledge that is divorced from accompanying episodic details.”
Both these types of memories create recognition that can lead to brand preferences in the future. These memories can impact them in the long run, even if the memories start to decay. It’s essential to make content that can positively influence both types of knowledge and improve overall.
There are so many brands out there in today’s world; it can be challenging for a customer to venture out and explore new brands. We’ve learned that customers need to build a connection to a brand to gauge their interest. It’s how they continue the story and grow relationships to stay connected. So how do we do that? We share our stories to give the customer another layer of who the brand is.
Stories are what have always connected people, sharing more and relating to one another—enjoying each other’s company to have a transactional experience matters. The competition is highly saturated in today’s world; it’s essential to share the valuable stories of a brand to create a relationship beyond just making a purchase. If you’re a small business sharing stories about how you came to be, all the challenges faced, personal stories, employees stories, etc., will make your company is memorable. For example, Spanx started with an idea in a woman’s apartment and has become a famous, well-known brand and story.
A Forbes article by Celinne de Costa shares three reasons why brand storytelling is the future of marketing; they explain what makes it human. Here’s some insight from the article, “brand storytelling is the cohesive narrative that weaves together the facts and emotions that your brand evokes. In addition to giving your customers reasons why they should buy a product or service, businesses need to start sharing the story behind their brand, why it exists, and why this matters, consistently across all communication.”
At the end of the day, the product, service, or idea can be excellent and the customer will value that, but it goes hand and hand with the story you’re selling as well. The stories, the feelings they bring and what you’re selling are all valuable to the brand.
The “No-Funnel” Funnel is the idea where brands don’t have a strategic funnel plan and target. In this element, they skip the top and middle stage and really just focus on the funnel’s bottom level. They think the consumer has already decided and are trying to get them to make a transaction within the customer’s best time. They treat all customers like they are ready to make purchases and like purchase intention are built whenever.
However, this method’s flaw is that this is usually just 2-3% of consumers and they aren’t already convinced the brand can help solve their problem or need. They end up offering good deals to compete with others, eventually eroding because their prices are too low.
Instead, it’s important to use a marketing funnel that at least considers the top, middle and bottom sections. It needs to include brand awareness and consideration to purchase the product. Shoppers need to go through the funnel to move the conversion.
Social media has taken the world by storm in the last decade. We have become consumed by our devices and wrapped in social media platforms all day, every day. Our slight addiction to it isn’t just because it’s trendy but because of its effect on our brain. According to Buller’s blog, it’s been proven how our brain produces dopamine and oxytocin when we’re scrolling through social media.
Let’s look at the benefits and the disadvantages:
We feel connected to others: Especially in times like these, it’s hard to feel associated with others. Social media allows us to know and see other people’s lives; it increases our bonds with one another and forms strong relationships.
It makes us happy: Not just because we think it does but because of the chemicals being released in our brain. When we interact, we feel connected. Additionally, we feel pleasure by sharing with our friends and others.
Comparing to one another: It’s tough not to compare to friends and others on social media. It cannot be easy to deal with it emotionally, but it’s not worth comparing to others. It’s important to remember everyone’s on their own journey.
Easy to get addicted: It’s easy to get addicted to social media and constantly become consumed. It’s important to remember to take breaks and not constantly be scrolling. Take time to do other things and not get hooked.
Social media has consumed all of us; while it has pros and cons, it’s important to find a balance to enjoy the pros and avoids the cons.
There is a huge competition for being the next big thing and impressing our customers in today’s world. It’s important to be ahead of competition and trends by relating to the audience. Customers want to connect with the brand, but they care for the brand to have personal characteristics and relate to it on a deeper level.
Managerial Intuition is typically just a prediction of what the customers will like and relate to. They aren’t always the most reliable and can sometimes fail, leading to wasted time, money and resources to start over again. Instead, it makes sense to use a scientific method because the approach is research-driven that’s supported to give the best results. It’s a scientific way to predict customer behavior using insights and testing to warrant a positive result.
Let’s watch this commercial by Nike:
Instead of just talking to mothers about getting into shape and telling them how great they are. They talk about motherhood as being not only an athlete but the greatest athlete. In just one minute, they were able to inspire mothers that they can do it and that they are the toughest.
This target market is small and big at the same time, giving mothers the force to do take charge of their baby and their body. While it’s an extremely new commercial, they created a correlational and causational relationship that’s put Nike in the position to serve them.
Using the scientific method to predict human behavior can be the greatest tool in understanding and building your audience. Managerial intuition can only work so many times until it doesn’t.
Managing social media can be a lot to juggle when there are so many things to work and keep tabs on. The most organized way to systematically set up and monitor all your social channels is to keep them all on one platform. Here’s why you should manage all your socials in one place:
Seeing all the Performance Measures- Instead of logging in to each channel to see how your posts are doing, you can use the application’s performance measures to evaluate your posts. It will help you easily determine what is working and what needs improvement. It will also show you how well your posts are doing based on several performance measures like interactions and impressions and show the numbers for all the channels.
Scheduling all the content in advance- Instead of having to be on Instagram at 5 PM to post your content, you can do it all in advance with this tool. You can schedule days, weeks and months in advance to plan and make sure it’s done. Additionally, it will start calculating the best days and times to post for most user engagement, views, etc. Hopefully, this will help you get ahead and boost overall performance to free up your time to work on other matters because it’s important to clean up the content mayhem.
Using one platform to manage all your businesses, clients, or brand’s social media channels can make it all more manageable. What are you waiting for? Go sign up for one today!
As someone who’s has sat on her computer and question her abilities every time using Tableau. I’ve learned through those troubles that Tableau, once you figure out how to use it properly, has many benefits.
Simply put, Tableau is worth it because of the options you can create with so much information.
The merging of files and creating beautiful analytical visuals is what seals the deal for me. While it may be tricky to navigate, spend some time using their free tutorials, ask others for help and really use all the free resources to learn it as best you can because, through that, it really does create great graphics that can explain critical data in a way that’s easy to understand and resonates with your audience whether it’s your team, the board or a CEO.
As brand managers and marketers, it’s critical to be aware of challenges that a brand may face with their customers so you can stay and be preventive. It’s important to know elements besides what your brand is. Ask yourself questions like how it’s perceived and what people think. Let’s discuss a few brand challenges.
It’s not just about awareness, it’s about building a reputation. They buy from this brand because of what they are and what they do. It’s important for brands to know the name but it’s about sticking out from the crowd. People want brands that aren’t just products but what they create and do for the world as well. Brand Orientation explains, “A corporate brand cannot just stand there, it need to stand for something.”
Consumers have a working function on the achievement of the brand. They are not on the sidelines anymore especially with the online power of elements like social media. It’s important to pay attention to your brands share of voice…what are you saying, how powerful can you be, what’s your influence, what are you doing. They are all important questions when creating content that aligns with the brand how to be consistent.
They have massive amounts of information resources like the Internet for reviews, comments, concerns etc. It’s important to tackle each of these head on and better position yourselves in each and every situation. It’s key to address everything as soon as possible to avoid further issues. This will help showcase brand’s power to overcome the good and the bad and stick out from the competition.
It’s important to face brand challenges head on and be a part of the solution. Consumers nowadays are a part of every step and care how the brands react and respond. It’s important to prepare for every situation and stay ahead of the curve to distinguish yourself form the competition.
Tableau can be a huge tool for companies but especially their marketing and analytics departments. It’s essential to create beautifully crafted reports with multiple data points in one clean, easy-to-read report. Here are two reasons you should start using tableau:
Tableau has so many options to create any table or graph you want or need. You can drag any of the items from the left-hand side into the column and rows to create beautiful and unique content. By using filtering and pages, you can customize to the exact item you need on the page. Using the marks tab allows you to select how you will see the data and so many to choose from. It can either be automated for you, or you can select from over ten options like map, bar, line, square, pie and so much more. Also, you can click the show me button at the top right corner to give you a variety of layout options. You can literally make anything!
So what are you waiting for? Hop on Tableau and start learning from their free pieces of training to create something that will blow the company away!