In our on-going series of blogs about socially conscious digital marketing and advertising practices, JumpSIX Marketing is looking at different facets of responsible marketing that affect your brand in an increasingly connected digital world.
As the Internet connects more people to each other, it also connects more people to companies, organizations, and brands that they use every day. If you’re going to develop and maintain a good digital presence, you need to strike a balance between exposure and overexposure. Why? Let a professional digital marketing and digital advertising agency explain.
What Does Your Audience Want?
First and foremost when it comes to big branding mistakes is assuming you know better than your audience. Even if you do – you don’t. Telling people what they want is pushy and desperate, and shoving a new product in everyone’s face insisting it’s their new favorite thing makes them far less interested.
There are a number of examples of this throughout the history of marketing (remember New Coke?), and every example is one of a failure to recognise the necessity of subtlety in branding.
If you want to do this effectively, you need to listen. Find out what your audience wants, whatever you normally provide them, and tailor your message to it, rather than trying to bend them to what you want to sell. If a product, or an ad campaign, fails to get a bite, then nix it fast and start over before you dig yourself a bigger branding hole.
Brevity is the Soul of Branding
The best branding grabs someone’s attention immediately and gets the message across in seconds. This is easier for long-established companies with a recognized name or logo, but making an impact fast is possible even for a start-up. Make your service, your message, and your identity clear out of the gate and get yourself noticed.
Your logo should be eye-catching without being gaudy, and subtle without being plain. If you’re not a graphic designer, you should hire one to do it for you. Don’t rely on guesswork or a family member who’s a “budding artist” – unless it’s done well by a professional, it won’t be good enough.
The same goes for your message. To get the right balance of clarity and briskness in your copy, you need to have a way with words that won’t exhaust your base. Keep your message simple and clear – and stay focused!
Communication is Always Key
You might think we nag about communication and listening at JumpSIX Marketing, but it matters. Like we’ve already said, if you don’t know what your audience wants, ask them! One of the biggest boons to digital marketing has been the proliferation of social media, and the open communication it always brings between brands and customers. Make the most of it.
At the same time, it’s hugely important that you don’t overdo your digital marketing, especially on social media. There’s a reason it’s called brand “fatigue”. If you’re inundating your audience with your message – even if it’s the most professionally designed, well written, and expertly put-together campaign – they’ll get sick of you.
Disruptive advertising is a problem, and the reason so many different ad blocking apps are available. If your audience is so sick of your ads that they’re actively blocking them, they’re probably going to avoid you altogether.
Digital Marketing and Branding Balance
Making people sick of you by overdoing your digital marketing, social media marketing or digital advertising can put a big dent in your reputation. Try-hard tactics are always obvious, and always turn people off. If you want to come up with a focused, balanced branding, marketing or advertising strategy, JumpSIX Marketing is here to help.
We’ve helped a wide variety of different companies and organizations expand their digital presence, without exhausting their clients, customers, and users. Contact JumpSIX Marketing today to make the most of our experience.