Marketing

What you can learn from the world’s most valuable brands…

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The recent release of the worlds most valuable brands illustrate exactly why it is so crucial to have online presence. With Google topping the list, and the top ten including Apple, Microsoft and IBM, it is clear that internet marketing is big news and for good reason. The list, published by Brand Finance Global 500, combines value with brand strength to show the leading brands which are at the forefront of their respective fields and offer some of the most instantly recognisable products and services in the world.

For many of these successful brands, online marketing is a huge part of their innovative strategy and an intrinsic part of their success. As they utilise the potential of channels such as social media marketing, online advertising, etail and non traditional avenues as a means to raise brand awareness, enhance their customer base and increase their revenue.

These organizations owe much of where they are to hugely successful marketing strategies, and their consistent innovative campaigns which means they resiliently remain at the forefront of our consciousness when choosing the latest phone, the latest laptop or the latest software. The reverse of this is also true for some businesses – a lack of online presence has lead to a decrease in sales, brand awareness and new product awareness as they are left behind in the online retail revolution.

Some organisations are falling behind due a lack of online marketing presence, as their competitors use the internet and social media to speak directly to their customers and find out what they want, which has seen businesses trounce their competitors. This may be an explanation why some brands have slipped down the list having encountered depletion in value. The competition in the marketplace for nearly all sectors is fiercer than ever, but the fact that brands like Apple are experiencing record growth and revenue where many of their rivals are floundering shows the potential is there. For many ailing brands, their stagnancy is being cited as a direct result of not refreshing the way in which they impart their brand values and information to their customers.

Nokia for example has plummeted down the most valuable list from 21 in 2010 to 94th placing this year, and this may be a direct result of their lack of innovation in their marketing. Similarly Coca Cola has fallen out of the top ten, but has subsequently switched its marketing budget to focus on online campaigns – and in particular focus a plan to focus on social media marketing, which it has acknowledged as being key to developing long term sustainable consumer engagement, and build relationships with consumers to create loyalty and cohesion.

So what makes these brands so special? How have they achieved the market saturation that they are now experiencing? Is it likely to be faddy or can it be sustainable? The crucial difference is the strategies by which they have set themselves and their products apart from their competitors, and the ways, in which they market themselves to their customers, the avenues by which they speak to them, the reactive nature of their business growth and their ability to seize opportunities which push the boundaries of modern marketing.

Taking Apple for example, they pioneer new ideas in everything that they do, and this includes their marketing strategies. Carefully using all available outlets to position their products as must have, cool and current, means that they have captured the imagination (and disposable income!) of an entire generation by learning to speak to them through the channels through which they access every day.

Google is the now the most valuable brand in the world, with an estimated 44 billion dollar value – and it is worth noting that 95% of Googles huge revenue comes from advertising. As an accredited Google Adwords agency, we at Gillissa have had the opportunity to experience a taste of this success first hand. Their constant endeavour to open new opportunities for their clients to market their products and services, has been reflected in radical changes to their advert formats and the variety of media platforms available.

Social media marketing allows you to encourage growth in your customer base, as avenues such as Facebook and Twitter gain more and more users all the time, and is fast becoming the one of the key channels through which brands can target new consumer bases. Managing your social media allows you to be in control of all of your online output and encourages you to be concise – think of your output in terms of the same quality control which you would apply to your products. When you deliver concise, interesting messages, people are far more inclined to listen to what you have to say. Think outside of the box when addressing your customers – deliver content which will capture their imagination and engage their interests, not just relaying generic

The most unique angle of social media is its ability for consumers to speak directly to an organisation – it suggests transparency to customers and when used correctly will help to reinforce a strong image for a brand. I reiterate to my clients that social media is a key way for businesses to listen to what people want and if they are savvy, adapt accordingly. It also allows you to speak directly to your target audience and this means it’s important to get it right with your brands social media representation. Social media isn’t a fad, and it won’t disappear – in a few years it will be so deeply engrained in every aspect of our lives that it will become a second language.

It can also help businesses gain global recognition, and reach customers in more obscure locations. The benefits are countless – the challenge is applying the right technology to make keeping your social media up to date as easily and time effectively as possible. There are a number of new innovations which optimise communication opportunities with minimum input from the organisations themselves.

Our Social Media Manager was developed with this at the forefront of its design – an innovative piece of software which automatically sorts, loads and precisely schedules a bank of tweets and posts to minimise the effort required to keep social media such as Twitter and Facebook up to date. Social Media Manager is an integral part of Feed Manager and is specifically designed to incorporate daily information about our clients’ products, across multiple social media platforms.