In the past year and several months, events and economic conditions have combined to change the way companies communicate and sell to their markets. A tsunami of change, in online resources, customer behavior and a historic economic collapse, has shattered old marketing models. MINNETONKA, MN, November 09, 2009 /24-7PressRelease/ — ‘The Perfect Storm’ that’s changed marketing communications forever.
In the past year and several months, events and economic conditions have combined to change the way companies communicate and sell to their markets. A tsunami of change, in online resources, customer behavior and a historic economic collapse, has shattered old marketing models.
It’s been said, "the thing about a recession is–it ends." Are companies positioned to take advantage of the market resurgence? Do they expect to return to ‘business as usual’ when most evidence shows that model will no longer exist? One thing is certain:
The Web and the Search Engine have shifted control to the user.
Today it’s not so much about targeting users. It’s making it easy for users to target your brand. The world now revolves around the user. In essence, brands "orbit" around the customer. Users now decide what they want to view and learn about. Brands revolve around the customer according to their awareness, perceptions, preferences, actions and habits. If a brand engages them and aligns with their requirements, the brand remains in their sphere of preference. Next Communications helps customers achieve this lofty position through what they call Orbital Branding .
The three techniques that surround the user with your brand. And how they all work together.
Orbital Branding is an integrated marketing communications (IMC) strategy that engages prospects and customers 360 degrees with brand presence. It’s the sum of three tactics that work together to create the critical synergy needed for brand prominence. And if applied intelligently, doesn’t require increases in your budget:
– Offline Branding: Influence perceptions, recognition and credibility
– Online Marketing: Drive traffic and web presence
– Content Strategy: Create dominance at the point of search
Offline: The best strategy for customer engagement.
Offline branding tactics, such as print ads, brochures and direct mail, have taken their lumps in the recession as companies desperately turn to online channels for the answer. But the problem with online is that websites don’t go to anyone. And large or small, a brand is just another listing to Google. The fact is this: research shows print is still the top method for user engagement, search influence and website visits. Without offline branding to build baseline recognition, trust and preference, companies are lost in cyberspace.
Online: Drive traffic to websites.
Achieving a comprehensive online presence is more than a well-executed website. As users look to the web for answers, it pays to have an active presence on the websites they frequent and in their inbox. Online ads offer more than impressions, they offer immediate access to offers with one click. Properly applied, online marketing offers unparalleled advantages, measurable return and trackable results. Combined with offline tactics, online marketing becomes highly effective at driving conversions and generating rock solid leads.
The Content Strategy: Create dominance at the point of search.
The third element in the Orbital Branding strategy is the most powerful. The Content Strategy leverages the indexing and archiving capabilities of the Web and the Search Engine priority given to valuable organic content. Content reaches across both online and offline media to deliver good will and decision-influencing information to all edges of the enterprise, website and customer base through hundreds or even thousands of channels.
Content includes online and offline information about products and services in the form of product releases, feature editorial stories, tutorials, eBooks, white papers, case histories, application reports, specification tools, comparison charts, microsites, landing pages, video, and even subtle social network marketing techniques. The common thread is this: the more valuable, keyword-seeded ‘organic’ information resources published, the easier it is for users to not only find your company, but convince themselves that your company is the right choice for their needs.
Don’t change the budget. Change the approach.
Users have the power. Influencing their awareness, preferences and actions is still the objective. Orbital Branding can turn around your company’s marketing from company-centric to customer-centric. It will revolutionize your approach. Interested parties can learn more about Orbital Branding by contacting Dennis Gallaher at 952-934-8220 or email him at [email protected]
About Next Communications
Next Communications is a full service marketing communications firm specializing in print, online and search marketing. For further information, contact Dennis Gallaher at 952-934-8220 or [email protected] or http://www.nextcom.com
2009 Next Communications, Inc.
Orbital Branding is a trademark of Next Communications, Inc.
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