As discussed in a previous column, the brand embrace is when online marketers utilize their digital marketing efforts to connect with their target audience in a lasting way, utilizing multiple points of contact. These connections can be passive, such as setting cookies for retargeting and marketing automation, or active, like opting in to email lists or becoming a Facebook fan. At its core, the brand embrace is literally about bringing your target audience and customers into your lasting marketing embrace. In doing this, they build their own direct channels to consumers and in many cases bypass media gatekeepers and their fees.
At one time, companies had two options to make a direct consumer connection - get their phone number and mailing address. Very expensive communication options and only one could be done with any regularity (basically, direct mail). So as are result, companies were completely reliant on expensive postage and media gatekeepers (publishers and broadcasters) to reach their target audiences. Then along came opt-in email and poof - companies could at least build up their email lists and independently efficiently communicate with their customers and target audiences.
Today, marketers have more options than ever to make direct connections with consumers, and they can grow these connections and size of their brand embrace in the process. So here is a breakdown of some connection opportunities that can be layered into a brand embrace campaign. I'm not including lead capture because that is painfully obvious.
As always, I'm sure I'm not listing everything here. Please do list any more you can think of in the comments.
As founder and CEO of Overdrive, Harry Gold is the architect and conductor behind the company's ROI-driven programs. His primary mission is to create innovative marketing programs based on real-world success and to ensure the marketing and technology practices that drive those successes are continually institutionalized into the culture and methods of the agency. What excites him is the knowledge that Overdrive's collaborative environment has created a company of online media, SEM, and online behavioral experts who drive success for the clients and companies they serve. Overdrive serves a diverse base of B2B and B2C clients that demand a high level of accountability and ROI from their online programs and campaigns.
Harry started his career in 1995 when he founded online marketing firm Interactive Promotions, serving such clients as Microsoft, "The Financial Times," the Hard Rock Cafe, and the City of Boston. Since then, he has been at the forefront of online branding and channel creation, developing successful Web and search engine-based marketing programs for various agencies and Fortune 500 companies.
Harry is a frequent lecturer on SEM and online media for The New England Direct Marketing Association; Ad Club; the University of Massachusetts, Boston; Harvard University; and Boston University.
May 22, 2013
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June 5, 2013
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