WCRC Brands Illustrated up till 15 October | Page 72

BI Trendsetters

Some new techniques that
ensure brands communicate the
right value in today’s extremely
competitive environment

New Dimensions to Communicate

THE BRAND’S VALUE
By Arpan Jennifer Vimal

I

t might seem as though a sound marketing strategy should
focus on the product, but in actuality it is all about the
consumer. This is no surprise. Consumers are the stars of
their own social media accounts and online presence. They
want to purchase from companies that publicly match their
own stories.
“In many industries, hyper competition has eroded traditional
product and service advantages, making customer experience
the new competitive battlefield.”- Gartner
Customer experience is the primary basis of competition
among brands. In our technological ecosystem, big questions on
the future always involve digital and mobile. Through the Internet
and mobile revolution, today customers can easily access all the
information needed to make the best purchase decision. The
balance between brands and customers has shifted, and now

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clients hold the power. The dawn of the age of the customer
highlights the importance of digital marketing for the success of
businesses.
From new technological assets to the flow of data, from game
mechanics to a cloud computing widespread adoption. Below
are five major trends that are changing marketing techniques
and are giving new dimensions to the digital customer
experience.
Integrated Engagement: The focus is moving towards
platforms that ensure higher levels of engagement integrating all
the different aspects of the digital strategy. The path starts with
a compelling brand storytelling and goes on with social media,
inbound marketing, responsive website to target mobile devices,
online communities and advertising.