Content
How Digital Content Marketing Can Increase Your Brand Awareness
6 min
Once upon a time, in a town far far away, a certain eCommerce company’s marketing expert presented a brand awareness strategy to the board of directors. She talked about TV advertising and digital marketing, provided an assessment of engagement and even calculated the number of people who would learn about the brand after the campaign.
The company’s management liked the presentation, but they decided to opt for an already proven method and allocate the entire marketing budget to TV advertising. The meeting was over, and the company never figured out that advertising delivers 60% better results when TV commercials and digital marketing perform in synergy.
Yes, TV ads are effective. TV remains the best-performing channel for building and growing your eCommerce brand, both in the short term and in the long term. However, TV advertising performs much better when combined with digital marketing. It’s up to 60% more efficient to have advertising campaigns running in parallel on multiple platforms.
In this post, we will take a look at 4 effective ways to promote your brand online, with successful case studies from actual eCommerce brands.
There are many different ways to introduce consumers to your eCommerce brand. The point is to reach out to people in the place where a majority of your target audience spends most of their time. There are many reasons to use the internet in building brand awareness, including, but not limited to, the wide audience reach, the accuracy of targeting, and diversity of methods to interact with customers.
You may also be interested in: How to sync online and offline marketing
Billboards, TV commercials, flyers, website banners — these are just a few examples of different media used for advertising. And they all perform the same function: to draw customer attention to the product and drive sales. Even if consumers don’t respond to your ad immediately, they are more likely to remember your eCommerce brand later.
Advertising media include not only banners but also video and audio ads. Depending on the preferences of the target audience and the current tasks of your business, you can use different formats for each marketing campaign. And while TV advertising is suitable for influencing the conservative segment of the audience, online ads are more likely to catch the attention of younger consumers.
Besides that, digital advertising has another important advantage — its flexibility. You can quickly make adjustments and achieve better performance at any stage of an advertising campaign. While for TV advertising, a brand usually creates a single video, and 50% of the campaign’s success depends on the success of the video itself.
Creativity is an important driving factor for sales and revenues. Creative quality drives 47% of advertising success. People will be more likely to remember your message if it’s fun and engaging, even if it’s a non-skippable 15-second pre-roll ad on YouTube.
One can’t run away from winter. Infoshina, a retailer of car tires and rims, used this slogan in their new live video ad campaign on the internet. In a series of commercials, the retailer reminded all car owners to change tires for the winter season.
Off-site content marketing is content marketing mixed with PR. It’s one of the most powerful tools for improving eCommerce brand awareness under one condition: you should post content where your target audience can see it.
It takes more than creating good content for eCommerce to succeed. You need to be able to distribute content, with a clear understanding of why you do it. If you’re looking to get more reach and quality backlinks, you can publish your materials in niche media, on industry-related sites, blog platforms and private blogs offering the possibility of guest posting.
Such an approach allows eCommerce businesses to tell their potential customers about the internal processes within the company, demonstrate their employees’ expertise, highlight the image of the company’s management, convey the vision and mission of the company and expand the target audience.
When choosing a place for posting off-site content, you need to consider the preferences and interests of your audience. Often, they may not completely coincide with yours, so here’s what you should do first:
You may enjoy reading articles on Forbes and Inc.com, but your target audience may prefer food bloggers. You should definitely bear this factor in mind, especially if you’re striving to improve brand awareness for a new segment of consumers.
In a highly competitive eCommerce market environment, companies are constantly forced to look for new approaches to content creation and use native advertising, which in turn opens a way to new platforms where you can post your content and get wider audience reach.
Luxoptica, a frontrunner in Ukraine’s optical retail market, posted a special project article, dedicated to the shortsightedness short-sightedness of several famous rulers of the past, in a popular online magazine. The article was complemented with collages of historical figures wearing brand eyeglasses.
Hetman Petro Doroshenko wearing DIOR. Doroshenko was proclaimed hetman of the united Ukraine but lost control of Left-Bank Ukraine which quickly came under Russian control after Doroshenko’s short-sighted decision to return to the Right Bank.
Result: the article received more than 21,000 views on the website. Statistics shows that most people on the web only read up to 60% of a web page while other people never scroll down beyond the first paragraph. Luxoptica had readers spend an average of 5 minutes reading their article.
On-site content marketing helps eCommerce businesses build their brand image based on their consumer personas, their preferred ways of communicating and obtaining information.
Informative content which is created based on the need of your target audience, but doesn’t have a direct call-to-action attracts by 250% more website visitors.
There are many different marketing channels and content formats you can use for eCommerce— this all depends on the goal you’re trying to reach and the preferences of your target audience. Just to mention a few:
COMFY, a multichannel retailer of home appliances and electronics, managed to improve customer loyalty and almost double the number of followers thanks to moving away from commercial messages towards more emotional, engaging content on social media.
Good quality content has a long shelf-life. It can keep driving traffic to your eCommerce website for years to come. If you create and publish high-quality content on your web properties, you will catch users’ interest and may prompt them to move on to browsing your offers. This applies not only to articles but to videos as well.
By 2020, video traffic is expected to constitute more than 80% of all internet traffic, with advertisers reporting that they expected to spend, on average, 18 million per advertiser in 2020.
There’s a reason many eCommerce brands actively invest in Influencer Marketing, which is about working with bloggers to promote your brand. Influencer marketing has an impressive ROI: companies get $6.5 in return on each $1 investment.
Users are getting less likely to pay attention to direct advertising, but they’re eager to listen to thought leaders. Working with influencers or media personalities to advertise your eCommerce offers always creates some kind of buzz and inspires the audience.
Any marketing campaign is a system of activities that can be measured with specific performance indicators. The growth of your eCommerce brand awareness across the internet is no exception. You can, and should measure it.
Here are the key metrics you should pay attention to:
Building eCommerce brand awareness is a complex, continuous activity that can be essential to the success of your business. If you don’t have enough time to give adequate attention to this process, feel free to receive assistance from our friendly team at Promodo.
PR & Marketing Manager at Promodo
I am a former journalist and an ardent follower of the "Cut to the chase" principle.
Together with Promodo's marketing team, I tell about the most interesting things in the world of Ukrainian digital. No stories of successful success – only tips, figures, and working case studies from the leading performance marketing agency. By the way, I talk about our failures as well.
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