The role of digital transformation in brand positioning strategy / Digital transformation, key to brand positioning

A recent study by Axon Marketing & Communications, a consulting firm specializing in Integrated Marketing Communications, found that 45% of Communications Directors in Latin America will take advantage of organic content management in social media to position their brand in 2021, which shows that digital transformation will continue to set the standard when it comes to maintaining a well-consolidated and sustainable reputation over time.

By Team Axon Marketing & Communications

Even so, for digital transformation and brand positioning to be comprehensive and efficient, certain digital tools and technological platforms must converge, which, from my experience as a Senior Digital Marketing Consultant, have been successful in achieving brand recognition at a time when digital environments acquired greater prominence.

Advergaming and augmented reality

The situation led companies to venture into new formats to maintain the conversation with the so-called ‘prosumer’, who stopped being interested in traditional publications and began to focus on experiences based on mini-games or interactive forms that ensure an attractive experience while getting to know the brand in greater depth.

In this sense, advergaming or the practice of creating advertising video games has become more important due to the innovation and creativity perceived in the environments recreated by the video game, while allowing to know in depth the values and services offered by the company. This tool has enabled the employment of professionals qualified in the development of interactive products and focused on the creation of brand strategy campaigns that also build virtual community from a novel and memorable gaming experience.

Augmented reality has also been used recently in the digital strategy of brands. Technology companies such as HP have developed applications capable of providing a 3D experience using animated shapes and figures that come to life through the lens of mobile devices, which has consolidated an attractive virtual experience for users with the possibility of strategically integrating advertisements during the experience.

Content marketing and storytelling: an opportunity to achieve more interactions.

Today more than ever, branded content must offer a novel storytelling experience, i.e. generate narrative proposals that demonstrate a story or plot using the digital resources at its disposal. This makes it possible to create a useful transmedia offer that mitigates the risk of the consumer abandoning the sequence of actions (clicks) in social media.

In content marketing, the lack of storytelling is a recurring factor that leads to the audience’s lack of interest in following up and interacting with certain brand positioning strategies. Even though the trend is directed towards the prioritization of organic products, one of the storytelling strategies that companies have decided to implement is based on the tracking of external multimedia content, since it allows them to gain interactions from the engagement achieved at the first point of contact: a blog, a post on social networks, among other resources.

The naturalness of Tik Tok and the humanization of the brand

By creating trends based on the most common expressions of human beings, Tik Tok demonstrated its potential to humanize and bring brands and their stakeholders closer together. This platform has allowed to build and transmit the most human side of a brand and that is why dances, choreographies and humor, acquired greater value when communicating through this medium.

In addition, this social network allows content to be viralized more easily and in a shorter period of time than Instagram, so its use in digital communication strategy led to the positioning of the platform as a target for economic investment due to the volume of audience it usually provides. Even so, its use as a digital advertising tool must be calculated and under professional criteria if we really want to take advantage of its benefits.

Thus, it is observed that the digital transformation of brand positioning strategies lies in the constant experimentation of formats and technological supports that allow greater communication and interaction with the various stakeholders. This, undoubtedly, will allow companies to be more competitive in a market where online formats predominate, taking away prominence from offline ones. With this in mind, it is key to know that in order to ensure that technologies are successfully integrated into communication strategies, trial and error will be a great tool and instructor during the digital transformation process.

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