Before the Internet and modern technology, brands were far more limited in how they could gain attention – television, news outlets, and radio platforms were the most common. Nowadays, it is essential to kickstart your digital strategy by understanding your audience.
Bola Awoniyi, author at Econsultancy, explains how to harness the power of digital promotion to draw attention to your business. Ask yourself the following questions in order to kickstart your digital strategy and boost your Internet presence.
Where does your market hang out?
The types of platforms that your customers frequent can give an indication of their tendencies. For example, if your audience is made up of Pinterest users, you can give live video advertising a low priority. One company that successfully answered this question is Nationwide. The British bank is using Tumblr to engage with young users and provide banking advice in a relatable way.
What other interests do they have outside of your product?
As much as your customers may love you, they most likely have other interests as well. Understanding your audience and predicting what will draw their attention can help you discover opportunities for brand partnerships or timely promotions.
Where does your audience have strong opinions?
When people are passionate about something, they are likely to talk about it. It can be risky, but brands have a wide opportunity to gain attention by being bold or taking a stand on an issue. Ben & Jerry’s published a statement on the Black Lives Matter movement, demonstrating a great example of aligning a stance with their brand values in a positive way.