Brand building in the new normal: Leveraging purpose-driven omnichannel brand strategies

The pandemic has accelerated digital adoption across the globe. Even in Sri Lanka, the NDMS (National Demographic Media Survey) annual penetration data reports that the digital medium has seen an unprecedented growth of 33% in 2020, to reach a 50% penetration of our population. This has given marketeers the opportunity to use the medium as a strong lever for insights and brand building.

Data as a strategic thrust

The growth in digitization means the future lies in understanding the importance of data and leveraging it, engaging with multiple audiences, adopting an omnichannel strategy, and creating relevant and timely content by leveraging integrated production to drive effective messaging and efficiencies of scale.

Marketers need to continuously keep an eye on their consumers and communicate what resonates in real-time, without losing sight of the core proposition delivered by their brand.

[box type=”success” align=”” class=”” width=””]The key to achieving this has become data, especially first-party data, which gives us a window into the life of our consumers. The ability to aggregate, cluster, and segment data has given brand builders the opportunity to better cater to different audiences. In the realm of cooking, for example, this could be a health buff, a convenience seeker or even a gourmet cook. The ability to segment gives a marketer the opportunity to personalize communication and conversations at scale, which in turn leads to better resonance and acceptance of a brand by the given audience.[/box]

Leveraging real-time conversations

The surge in social media, and thus self-expression, has given rise to more consumer conversation and brand interaction, and increasing demand for transparency and information. In Sri Lanka, we’re seeing growth across social platforms like YouTube, Facebook, WhatsApp, TikTok, and Instagram. This calls for marketeers to monitor, moderate and engage with conversations in real-time, to influence, persuade and delight the consumer.

Ensuring purpose-driven brands

The millennial consumer’s need for products with purpose, that deliver beyond its functional promise to areas of caring for the community and environment is also experiencing increasing resonance. In certain categories, this is now becoming a hygiene requirement. Now more than ever, brands need to critically evaluate their value chain and ensure a positive impact on communities. This could be, for example, providing livelihoods, uplifting skills that help communities become more employable, or sustainable packaging or operations.

Catering to the service dimension

Whilst the pandemic has made one re-think the functional benefits of a brand, by going back to reinforcing the basic needs of Maslow’s hierarchy of needs – be it safety, quality, or health – it has also given rise to new opportunities, especially in the service dimension of a brand. This could take the form of online cooking classes, exercise tips and programs, education or initiatives related to mental wellbeing.

Brands that are able to cater to this service dimension, be it online or virtual experiences, have started to thrive.

Integrated messaging

The growth of and access to multiple devices, be it TV, radio, a mobile phone or a computer, also need to be considered. Brands need to start thinking in terms of omnichannel communication and ensure integrated seamless messaging across all touchpoints.

[box type=”success” align=”” class=”” width=””]This demands scaling up the scope and pace of content development. Content needs to be thought through, using the lens of the different mediums of execution. Planning a campaign, therefore, needs to be done from a media-neutral perspective, ensuring that the creative works across the different touchpoints. Integrated production in this context will be vital to driving efficiencies of scale.[/box]

With the new normal of high volatility and uncertainty here to stay, and digital adoption continuing to grow, it is clear marketers need to have their ear to the ground to stay ahead of the curve.

Above all, marketeers and brand builders will need to constantly learn, unlearn and relearn to build capabilities that are essential to engage and win over the consumer, to succeed in the ever-changing marketplace.