Using technology to sell your brand

Chipo Mapondera Business Correspondent
IN the world of business communications the dynamics between what is termed as “mass media” (traditional media channels, such as billboards, radio and television) and “new media” (the internet, social networks and mobile apps) continues to fluctuate. Gone are the days of one-dimensional brand communication where consumers were fed an image and kept at a distance from the brand.
Nowadays, the lifestyle surrounding a brand has greater influence and consumers play an active role in shaping a brand’s image within their communities.

The manner in which consumers interact with your brand’s message, and the media that you use to disseminate this message, is paramount if you want to remain on top.

This is the symptom of a surge in brands, all trying to increase their market share. The relentless churning of popular culture and trends, also adds to this pressure, as consumers crave stimulation in new and creative ways, forcing brands to keep up or lag behind.

Another consideration is where your consumer now resides and it is on new media platforms that you will increasingly find your target market.

People are spending more time on their smartphones and computers than in front of the television, or are plugged into both at the same time. New media are popular entertainment, and according to various reports, in 2012, the average person spent six to seven hours per week on Facebook and 3,3 hours per week on Google+.

So how are media dynamics affecting your brand? Traditional media, including television, radio and print are all one-way channels that provide few opportunities for consumers to interact and little feedback for you on how they are engaging with your message.
These platforms are autocratic, in the brands’ favour as they can create artificial brand perceptions.

However, there is a new level of democracy in consumerism that is driven by new media, allowing consumers to discover brands for themselves.

This information is shared through social media, where recommendations come from trusted sources that consumers can relate to- their friends.

Consumers, therefore become “prosumers”, proactively influencing each other’s perspective on a brand, in a positive or negative light.
The strength and success of a company is no longer based on product alone, but on the idea associated with the brand.
New media does not only talk about products, it is creating a personality around the brand and greater interaction with it.

It also gives you a platform to inject an innovative outlook to your brand and how you share the experience of it.
Where traditional channels communicate from one (the organisation) to many (consumers) in a vertical structure, new media cuts across markets.

On the Internet, you can share emotions, opinions, knowledge and general information. A great example of this is the Coca-Cola Company’s digital platforms.

They combine fun campaigns and activations with the company news and information that reflect the brand and its ideals.
I spent nearly a day on their website, Facebook, Twitter, Instagram and YouTube channels because there was so much compelling content to experience and share.

One challenge that brands will have on new media channels is that these platforms are not passive.
Your followers will comment and add their own perspective to what you say. This is a great way for you to find out what your consumers are thinking, and how they view your brand.

However, this can also contribute to distorting your message. For this reason new media has to be managed to a greater degree than its traditional counterparts.

With new media, demographics, including age, race, nationality, and income, become more convoluted, as consumers become “Followers” and “Fans” of brands in their day-to-day lifestyles.

Brands cannot rest in the knowledge that outdoor advertising reaches a certain target by being in a specific area. Print and television ads become too narrow in their focus.

This is not to say these mass media channels should be forgotten. However, they must be enhanced through new media because markets are expanding and cannot be placed in the boxes that we have become accustomed to in brand management.

Young people buy brands that were previously exclusive to an older demographic, especially luxury lifestyle goods like clothing and cars.
Nationality and race is hardly a defining factor, as brands go global and, as consumers are become increasingly aspirational and lifestyle priorities adjust, even income levels cannot determine who is buying into your brand.

Locally, new media is an uncharted frontier for many brands. In fact, there are only a handful of Zimbabwean brands that are taking this modern approach to building their brands.

Within organisations there is a lack of skills and knowledge of the digital sphere. Furthermore, the capacity to develop new media for branding is limited.

However, I believe that brands are aware of the power of new media, and as more brands start to successfully engage their consumers through new media, it will become the norm to see Zimbabwean brands moving into the digital age.