Marketing companies know that there’s one specific aspect of the game that is harder to nail than all others: the almighty brand awareness strategy.
An ineffective brand awareness strategy will cost companies a huge deal of money without bringing any decent results.
As for an effective brand awareness activation, it can radically increase customer following, generate new leads, and give a brand the kick to stardom that it desperately needs.
But how to come up with a brand awareness initiative that actually gets results?
And how will brand awareness techniques change in the next 5 years?
By reading this marketing article, readers will be able to find out.
What is Brand Awareness?
In order for us to understand what are the brand awareness methods and initiatives that will become widely popular in the near future, it is important to get to know what brand awareness actually is.
Brand awareness is basically the level at which clients are capable of recognizing a brand.
Brand awareness is a remarkably important aspect to bear in mind when it comes to advertising management, client behavior, strategy, and brand management.
A great brand awareness strategy can bring new leads, leverage new clients, and increase the chances of a successful business venture.
Marketers who want to know about the latest trends in brand awareness should continue reading to understand which techniques will be used in the future.
New Brand Awareness Techniques
1. SEO is King
A lot has been said about the power of SEO.
SEO refers to Search Engine Optimization and it’s basically the group of different processes and methods used to increase the online visibility of a web page in the SERPS - the search results ranking that Google has brought to life.
How will SEO impact brand awareness in the next few years?
In the future, the overwhelming majority of consumers will be online.
As of 2017, the number of world online users was a whopping 3.58 billion.
This remarkably high number is expected to rise in the years to come.
That means that - marketers are either able to leverage the power of SEO to grand effect - or they will lose business.
The key when it comes to SEO?
To perform a thorough keyword and content research.
This will allow companies to understand the niches they should explore and the keywords that will best relate to the products or services they are trying to sell.
The research performed will allow businesses to compile huge amounts of data that they can later use.
They can leverage specific keywords in expanded content that responds to the audience’s interests, for instance.
This allows the audience to get to know about a brand through content, which is a subtle but effective way to engage more people.
Google AdSense allows users from all over the globe to present automatic text, video, interactive media ads, or images which are highly targeted to both audience and website content.
How will companies leverage AdSense to increase their brand awareness potential in the years to come?
They will use paid ads to get their brand right into the hands of their preferred target audience.
It can be hard to perform a much-needed segmentation of a target audience but trust the experts: the more targeted a specific Google AdSense ad, the better the chances of actually getting a great impact from brand awareness ads.
Google has even announced the launch of its long-awaited AdSense auto ads.
These ads can show interested publishers what are the best places to optimize ads for a more impactful brand awareness strategy.
With the wonderfully helpful aid of machine learning, these automatic ads can be effectively located on websites which are the perfect arena for a specific brand awareness campaign.
This means marketers will cease to be waiting in line, trying to figure out how to best reach their pitch-perfect audience.
They will simply take advantage of Google’s awesome ad power to cater to a specific audience, guaranteeing their brand is recognized by the people who will eventually love and promote it.
3. The Mighty Influencers
Influencer marketing isn’t exactly a new brand of clothing in the marketing realm.
However, it will gain a lot more traction in the years to come.
Because Instagram’s revenue depends largely on faithful influencer marketing tycoons selling photographically enhanced brands and getting businesses to reach a massive following quicker than ever.
In fact, according to recent stats, 92% of marketers believe Instagram is the most effective and important social media platform when it comes to their influencer marketing endeavors.
With Instagram stories reaching a staggering 300 million people on a daily basis, influencer marketing on social media is expected to boost brand awareness to whole new levels.
This means that - in the years to come - a brand awareness structure that fails to take influencer marketing into account will be a meaningless and fruitless attempt at impossible success.
4. Referrals Will Get Bigger
Marketing efforts are all-important and let there be no doubts or qualms about it.
Nonetheless, word-of-mouth will always be the most effective way to release brand awareness power.
According to recent statistics, 88% of people placed their unflagging faith on recommendations from friends and acquaintances.
Another groundbreaking fact?
82% of marketers use word-of-mouth marketing to actually increase brand awareness.
In a world filled with popping screens, musical ringtones, and a tsunami of digital noise, the trusted recommendation will become ever more important.
But how to supercharge these word-of-mouth efforts?
Marketers must turn their attention to referrals.
Referrals may sound like an old trick but they still work wonders for impeccable brand awareness.
Referral partnerships allow marketers to galvanize customers and partners to take it upon themselves to energize brand awareness.
It may mean that marketing departments will have to invest in paying some hefty fees, but the results are mind-boggling.
In fact, millennials are now more influenced by word-of-mouth marketing than advertising.
How much more?
Readers should take that conspicuous percentage into account when putting the first gear on an effective referral program that leverages word-of-mouth marketing potential.
5. Video and Brand Awareness
Video is everywhere, proliferating on social media feeds, part of tremendously successful new businesses, and the reason why Millennials love their smartphones.
But how can marketers use video to boost brand awareness tactics to the max?
First, they should know their audience.
What are they into?
What is the language they use?
What sort of visual branding will appeal to them?
Then, after answering these questions, marketers should be thoroughly original, so as to grab the attention of users who watch their video content.
According to reliable data, users retain 95% of a brand’s message that they see on a video as opposed to only 10% when reading a text containing the exact same branded content.
That’s why a video produced for brand awareness purposes must take flawlessly original design and remarkably on-point messaging to help establish a successful brand awareness campaign.
Then, after those factors are taken into consideration, brands also need to promote the content.
The world of video is a bloody fight for power.
Marketers need to understand that - in order to be successful with video brand awareness - they must invest a lot of money.
The positive note?
Consumers who watch product videos are much more likely to actually buy the products advertised.
How much more?
6. Find Specific Voices
The world has become a global marketplace.
That means the possibilities for acquiring customers are endless.
Nevertheless, it also means marketers must be able to adapt the brand voice to different markets, cultures, creeds, and colors if they are to create a successful brand awareness experience.
What to do?
Teams should start investing in a thorough research of different markets.
Marketing leaders should be able to get access to research regarding specific cultures, buyer’s needs, latest purchasing trends in different continents, favorite shopping methods of different cultures, the percentage of time spent watching digital video on YouTube across diverse communities, etc.
By focusing solely on one very specific culture, marketers will be losing a great deal of possible revenue.
The key in the global future is to be able to establish different brand voices for different marketers, supercharging brand awareness marketing efforts by taking specific cultures into consideration.
7. The Multi-Platform Conundrum
Remember when ads ran only on TV networks?
That was it.
Just that silver screen lighting homes all around the world.
Just one single platform that marketers needed to worry about.
Nowadays, the fragmentation of media is an incontrovertible fact.
That means marketers must have a specific brand awareness technique for each different platform.
Mastering Facebook will not be enough: the leads collected on Facebook are not the same as the leads collected on Twitter, for instance.
Marketers must invest in repurposing content for all these diverse platforms, ensuring that their brand awareness strategy hits the right notes everywhere, every time.
In the recent past, having the ability to invest in all these different platforms was not only expensive but also time-consuming.
However, the world has changed.
Indeed, it’s easier than ever to invest in content marketing, create a blog post, repurpose that article into a podcast special, repurpose that podcast special into a YouTube video, and share that video on Twitter.
The main idea?
Marketers must be able to wear as many hats as possible, take advantage of different platforms, and effectively win the brand awareness game.
8. The Geo-Fencing Method
What is Geo-Fencing?
It’s all about creating a virtual perimeter that actually mirrors a real-world area.
Geo-Fencing could be generated dynamically, or simply be a previously-defined set of specific boundaries.
How to use Geo-Fencing for incredibly powerful brand awareness?
Marketers can invest in geolocation and supercharge their mobile marketing game.
This form of brand awareness uses the power of mobile to hyper-localize a specific target audience.
Parameters are set up around such locations as shopping malls, businesses, pizza parlors, liquor stores, etc.
Basically, any place marketers know their target audience tends to frequent on a regular basis.
This allows marketers to be able to present ads to super-specific audiences, content which is relevant to the target audience, or even coupons for discounts.
How do these ads get to reach the target?
They fire-off when potential customers reach the geographical area chosen with a specific mobile device which has a GPS integration (all do.)
This will effectively allow brand awareness entrepreneurs to reach perfectly targeted clients, ensuring the brand they are selling stays top-of-mind on the brains of their preferred customers.
Technology and marketing will come together and effectively change the way brand awareness impacts potential clients.
In fact, from geolocation to video awareness, from SEO 2.0 to AdSense turned automatic, marketers will now be able to pick and choose the best techniques, taking brand awareness to a whole new level of targeted success and mind-blowing appeal.