Agile Marketing is demanding in Digital Advertising
- Where can brand management and digital marketing meet in the field?
- Can Marketing formation, approval and fulfillment get more efficient and effective?
- How digital marketers can see brand management as a benefit not a barrier?
- How can brand managers bang with correct balance between brand guidance and control and the marketers freedom to emphasize, set up and implement more effectively?
- How brand mangers “access” digital?
There always been a different style of marketing between digital marketers and traditional brand managers for years. Now day’s digital marketers work with brisk speed, more adaptability and quick to deal with the problems. Their main target is to cash extreme sales, action and respond to the firm. While Brand managers work in longer time frame period to make creative researched strategies and set standard and guidelines, their main target is observation and brand asset value. These two different roles of marketing is very crucial, with capability of social media and appearance of agile marketing it is a great opportunity for both teams to get close and accomplish their goals.
This joint venture between brand mangers and digital marketers bring about to address key questions:
By answering these questions we can close the gap between these two teams and the organization will be more successful, effective in overall performance.
These all question will give answer to grow brand management with help of digital marketers. Add two new vital aspects to keep the discipline of the current brand management systems. First, mix social media balance. Second, introduce an agile marketing approach and mindset. Taking deeper look at each aspect, we can see how they describe each other and how this handles up an impressive new opportunity.
The Ability of brand and brand management
The power branding is acceptance by all people. Strong brand always have more customer preference, or command a price premium, or extract more loyalty, or a compound of all three. The annual “Best Global Brands” report every year shows a detailed and highly respected analysis specifying and calculating the brand value of major organization, as leading brand consultancy firm publishes this report every year. In recent years of report defines the brand as “a living business asset.” The logo of brand needs to be actively developed in the market. As an asset so it needs consistent management.
The rise of brand management system develops 12 years ago because the need for ongoing brand management, it’s also known as “digital asset management systems” these are highly mature internal online portal systems that hold all the brand asset of a company. Well established major brands use these people, process, and systems for managing their brands. They assure ongoing brand consistency, which is one of three basic along with leadership and clarity of successful branding. The company take action “on brand” image to keep it to the mark but they have limitations in the new world and they are struggling to encounter with it.
How brand management is failing
In General brand management is still unclear about its role in the social world. Many consultancy firms and clients are dealing this in several ways. The clear picture is that social channels have changed the essential relationship between brands and their audiences. This tremble every aspect of brand strategy and advancement. Today brand manger has to welcome the brands communication output to the world which improves consumer input into an organization. In recent many articles have showed how consumers interact with social media, brand monitoring impacts every stage of customer decision making where as social media acts like as a driver for referrals and recommendation in earlier stages. The affecting of consumer output it helps brand to get close and support the idea.
The brand management systems are particularly in danger of breaking down together. The reason is they have been creating big campaign media such as print, outdoor; T.V or direct and they are struggling to get dynamic nature of ongoing digital marketing. It is very difficult to compare print advertising and digital marketing now days. The brand systems struggle with social media communication because you cannot plan every conversation, given real people and nature of social communications. The current brand system is good within limits but cannot sufficiently provide much for digital and social marketing.
Introducing social media measure
The answer is very crystal clear that you have to combine social media moderation with a brand management system. Now day’s social media moderation is powerful and accelerating rapidly in practice. Organizations have hired fully staffed or full time operation agency to run a proper social media program. The operational staff is handling a single brand or product can be number and staff has been arranged for 24 hours a day, seven days of week. Staff should be well trained, expressive and passionate about their subject. They must actively join communication across Facebook, Twitter, LinkedIn, and on behalf of the brand by providing responses to consumers, multiplying discussion and campaign reach, guiding consumers to relevant resources and listening to opinion.
Social Media moderation of this type should be introduced in to the ongoing brand management systems operated by major brands. By this introduction it effectively creates real time brand management; it also closes the gap between brand managers and digital marketers together directly.
Introducing an agile marketing concept
Introducing a social media moderation mode into a brand management system is a bright step forward. But inserting an agile marketing concept will help to achieve more fundamental goals. This two combine a new approach to brand management.
Agile development uses various sprints that produce straight slices of a project making continuous adjustment and where necessary abandoning way to attend entirely new projections of the product slice. An agile approach better positions an aim for success. If you insert and agile approach marketing mindset and way of working, then all marketers whether brand marketers or digital marketers can freely and gain benefits of a TLC approach to marketing. When social media moderation incomes with brand management system it provides the means for marketers to put the agile marketing theory in successful practice.
When Social media moderation incorporates with brand management system so it’s called agile brand management system. It provides data source and cultural catalysts to start putting a more agile marketing concept. The right tools needed to have successful agile marketing approach for monitoring and awareness of the environment. The old traditional marketing has been changed by introduction of agile marketing concept with the help of social media moderation.
Latest Brand Management
Digital marketers are always been more agile than traditional marketers because of the technique of optimization in all digital marketing. They have now opportunity to work more closely with brand managers and the reverse the approach of whole marketing organization and making the company absolutely agile.
The Brand management has to set up into the new world to accept agile marketing in general and a new agile brand management system. This composes a new world of new possibilities for brand managers and digital marketers. It provides a way for marketers to experiment freely with remaining brand. This will bring the brand managers closer to consumers in real-time insight and interaction through open, social, digital channels.