How to research and optimize strategic brand development. Creating a strong omnichannel brand identity based on research

Brand identity is often misunderstood as simply picking a color palette and a logo. In reality, this is just one element of brand development strategy. With every market bulging with competitors, carving out a strong brand identity is critical to differentiation and achieving cut through. The concept of building a strong brand identity is therefore grounded in research, and based on a clear understanding of the business, market, competitive landscape, and brand positioning. It’s more than simply coming up with a name and plastering a logo across collateral. It is a strategic approach to designing an identity that truly reflects the business. It requires a deep understanding of the business values, what it does, and how it wants the world to perceive it.

What is brand identity?

Brand identity is a collective term for all…

Evaluating technology options for innovation in marketing - do you know your Hype Cycles?

If you're involved in marketing strategy development, you will be constantly making judgments and doubtless reviewing with colleagues which digital technology innovations are most relevant to your organization. In this article, we compare different examples of the well-established Gartner Hype Cycle tools which serve to highlight the adoption of new technology services within marketing technology. Gartner publishes many different hype cycles reviewing the adoption curves for different types of technologies, but as a digital strategist, I am most interested in those focusing on marketing technologies. A summary of the report with the infographic is published annually and I have been monitoring them and sharing them for over 10 years in this post.  You can compare the newest to the latest at the end. The methodology is described later in the post. Through the updates you can see how technology…

How has digital acceleration impacted e-commerce marketing? How will businesses continue to take advantage of new opportunities to personalize the digital experience?

In the space of a few months, the COVID-19 pandemic brought about decades of change for digital business practice. Companies of all shapes, sizes, sectors and regions had to adapt to ride the wave of the crisis. In doing so, on a global scale, there has been massive digital and e-commerce marketing acceleration, on top of the inroads already made within the past decade. Naturally, consumers have become increasingly demanding. Lead times, stock levels and interactions that once might have been acceptable, are now simply outdated. Customers have higher expectations of how brands should serve them and their needs, and digital is no longer an ‘alternative’ sales channel. It is a critical part of a truly omnichannel customer experience strategy.

What does a…

How to use the RACE Framework for IT marketing planning

As a technology company, it’s important to use the most up-to-date IT marketing methods to reach your key demographic and generate maximum revenue. The RACE Framework focuses on how to improve your IT marketing across the full customer lifecycle, from creating awareness to build an audience, encouraging interaction and lead generation, to purchase and through to customer loyalty.

REACH > ACT > CONVERT > ENGAGE

The RACE Framework is used in IT marketing as a planning system. It is a structure that covers the paid, owned, and earned inbound marketing activities to encourage purchase. The initial IT marketing planning stage should: Include an integrated digital strategy as a roadmap for future growth Define the resources needed to implement the strategy Improve your customer focus by segmenting your audience through digital…

Mapping the most effective AI technologies for marketing across the customer lifecycle in the coming year

AI technology is a hot topic in marketing at the moment, but AI is a broad term covering a wide range of different technologies. Artificial intelligence means any technology that seeks to mimic human intelligence, which covers a huge range of capabilities such as voice and image recognition, machine learning techniques and semantic search. AI will continue to grow in 2022 and beyond. In fact, the global AI revenue forecast for static image recognition, classification, and tagging by 2025 is currently US $8,097. This figure is followed closely by the forecast for algorithmic trading strategy performance management, coming in at US $7,540. Marketers like to wax lyrical about the latest exciting technologies and bang on about AI for image recognition, speech recognition, preventing data leaks, or even …

The rise of healthcare content marketing in an increasingly digital medical marketing environment

The role of the healthare marketing rep is undergoing rapid reimagining into a digital/face-to-face hybrid as we're finding the more effective avenues of engagement, such as healthcare content marketing, during the pandemic and beyond. Convincing budget holders to increase the use of digital channels in the pharmaceutical industry can be challenging given legal constraints. This is illustrated by pharma’s traditional investments in third-party, healthcare provider-only websites, but with limited patient information. Content marketing strategy involves defining both the best content types and formats to support customer journeys and selecting how to reach audiences via content distribution as summarised by our content marketing blueprint. Danny Flamberg writing in M3 highlights how online content gives new opportunities to support pharma and healthcare patients' pain points. He says: “Unlike traditional communications, digital marketing gives you the…

Tap into your customers' evolving relationships with technology and the financial services industry and seize new opportunities to strengthen your financial services digital strategy

Globally, the financial sector is facing significant challenges as new online services are created and improved. As consumers' demands and expectations continue to increase, marketers and managers must adapt their financial services digital strategy to stay ahead of the competition. In this blog, we explore the latest innovations in the finance sector and how they apply to both business- and consumer-facing markets, ranging from established financial services brands and new fintech startups to IFA intermediary markets. And, more importantly, what you can do about it.

Opportunity, Strategy, and Action for financial services

Our simple OSA model helps marketers, managers, and business owners identify challenges and opportunities in their current situation, inform their strategy, and take action. As we discuss the latest developments, it can be useful to refer back to…

What are the best e-commerce marketing strategies to attract and retain high-value customers online? And which channels should retail marketers prioritize for growth?

Online retail is a cut-throat competitive landscape right now. Get it right, and your growth is through the roof, but, failing to meet your customers' high expectations can be costly. Moreover, these decisions must be made according to your business' people and financial resources. In this blog article, we'll explore the best e-commerce marketing strategies to help you prioritize your digital investments and growth-hack your business to improved performance and increased ROI results. What's more, all these recommended strategies can be integrated and implemented using our acclaimed RACE Framework. As we explore the best e-commerce marketing strategies, we will also position your marketing activities within our ready-made marketing strategy structure. With the RACE Framework, you can be sure that all your key marketing touchpoints are aligned, and your strategies…

In today's age of digital disruption, medical marketing leaders need to consider the full customer lifecycle supported by digital marketing

Medical marketing is about a lot more than just good products. In this high value, complex sector, marketers must emphasize the full customer lifecycle with seamless customer and partner relations, supported by digital platforms and microservices, to effectively leverage the consumerization of healthcare. It is important to consider all the wide-ranging implications of digital health transformation in order to understand the context of medical marketing today. Our pharma and healthcare marketing trends 2021 guide covers 9 topics of innovation happening right now in the medical marketing sector. Download your free copy today to find out more. [si_monthly_campaign_blog_cta_banner id=160469]

What is the consumerization of healthcare (CoH)?

Consumerization of healthcare is the trend of people influencing and controlling their medical and wellness care. It is also an acknowledgment of the need for providers to…

If you're looking to attract and retain more customers for your medical business online, we've got pharma and healthcare digital transformation solutions for you

Healthcare digital transformation is a staged program of organizational improvements to pharma/healthcare business models, people, processes, and technologies to integrate digital marketing into a business in order to maximize the potential business contribution of digital media, data, and technology. Challenges relating to digital transformation are not unique to the pharmaceutical and healthcare sectors. However, unlike other sectors there is a greater level of convergence between B2B and B2C approaches: Payers, insurers and hospitals are no longer willing to pay simply for a product push approach; they want fees to be dependent upon the success of the products and procedures through measurable outcomes Rather than creating one message for one brand, the new world order of content strategy requires collaboration and engagement of consumers, who need to feel invested…