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Driving brand awareness

Stéphanie D'Heer

Stéphanie D'Heer

March 22, 2016

An outstanding customer experience is key to impacting business results, and as such every customer touchpoint along the journey to purchase must be foreseen and the action implied for the consumer always relevant and seamless. However, in order to achieve success, the business must first start at the very beginning and analyse its ability to provide a positive experience throughout the customer journey – but specifically at the first stage, ‘awareness’. This is the very first time the consumer comes into contact with your brand and so making sure an acceptable image is being portrayed via the key interaction points – website, social channels, customer service and so on – is crucial, otherwise awareness will quickly turn into the next stage, ‘preference’, but in favour of your competitor.

Businesses should remain consistent and proactive when establishing new ways to attract customers by promoting their brands though the correct and most relevant channels.

Stand out from the crowd

With copious brands competing for consumer attention on desktops, smartphones and tablets, delivering content which stands out from the crowd is vital to the success of awareness strategies. 65% of shoppers begin on mobiles devices, 61% continue on desktops and 4% continue on tablets according to Google. As such, multiple channels from traditional desktop to mobile access should be at the forefront of consideration when forming a marketing strategy.  Ultimately, the brand needs to be everywhere the consumer is if it is to stand the best chance of being seen.

 Using data to intelligently target

Push marketing can be seen as invasive to customers, but the rise in use of data, either from browsing or market research, means marketers can work smarter to tailor push messages, providing value which will drive sales rather than inhibit them. Armed with insights such as customer product preferences, push marketing allows the brand to emphasise these, or similar products in order to attract consumers into the brand.  To further entice the customer, the brand may offer the product at a discounted rate, or other incentives related to that product to increase awareness.

Data driven advertising is another way of utilising knowledge about customer preferences to drive sales as this can be used to intelligently offer customers what they want.

 Online visibility is key

Employing good SEO tactics is perhaps the most meaningful way to drive awareness of a brand amongst customers.  In this digital age businesses are hyper aware of the importance of a consumer-friendly website, that’s the basics.  Optimising that website to provide tools that enhance the experience is now common best practice. What’s more, 81% of consumers research products online before buying instore. By using localised SEO tactics to attract shoppers, businesses have the potential to then drive them into stores via online tools such as ‘store locators’ and ‘product finders’. Tools such as these are invaluable when facilitating a seamless customer experience, as they enable the customer to pass easily from point to point without interruption.  One brand who employed this tactic is leading luxury watch manufacturer Tag Heuer, who using SoLocal’s BRIDGE solution drastically increased traffic to its bricks and mortar stores by improving their visibility.  We deployed our web-to-store solution initially to assess the traffic and interest of online users. The results showed that traffic to bricks-and-mortar stores increased significantly as a result of the web-to-store solution because consumers wanted to quickly and easily find the nearest retailers.

In the next post, we will cover ways in which brands can drive preference for their product or service over competitors.