Online buzz seems to be every marketer’s goal for their campaign, but just how much of the buzz we create is relevant to the brand? And how do you differentiate buzz and noise? Whatever the case, the point is not everything is worthy of buzz!
Not everything is BUZZWORTHY
The whole point of content is for it to provide value to the end user. If your content is not safe or appropriate for your target audience to consume, then it’s not worth being created.
Safe to CONSUME
You would often hear marketers say their strategy is to engage consumers but what does engagement really mean? It seems it has been labelled as a ‘one size fits all’ concept when in fact to engage could mean different things to different brands.
How engagement applies to one campaign could be different from another – it’s not all about likes and comments. In addition, content doesn’t need to be funny or entertaining to be engaging. It just has to be useful and relevant to your audience
Eager to ENGAGE
Hashtags have become mini marketing gods in their own right. A huge misconception plaguing the world of digital marketing is that a hashtag could instantaneously increase the reach and engagement of your campaign.
Marketers need to steer clear of the idea that a hashtag is like a stack of Benjamins (no it is not the answer to your marketing problems). Just like anything else hashtags are only worth it when they are relevant to your campaign idea.
Hashtags make the world go ROUND
Influencers have become some sort of secret weapon to certain marketers. However, in the process of driving buzz, some marketers are embracing a cheap tactic of deploying internet users one could refer to as brand ‘noise makers’ as opposed to influencers.
“Get them to tweet as many times about our campaign and we would gain buzz or go viral” is one of the biggest misconceptions you must have heard from inexperienced marketers. The trick about influencer marketing is to leverage on individuals who have the ability to sway others regarding a particular area as opposed to working with individuals who have large followership on social platforms.
Follow your LEADER
Selfies have been a big part of several successful campaigns around the globe. However, digital marketers need to shift away from the thinking that selfies are the key to an engaging or successful campaign. Consider your target audience and objectives the next time you want a selfie contest to be part of your campaign.
The age of YouTube has encouraged entertaining videos mostly targeted at Generation X and Y to endear them to brands and branded activities. Some digital marketers have been successful in doing this.
Nonetheless, a few others have failed by assuming that the only way to win the heart of an audience is to make them laugh through 3-5 minute video skits. If your content doesn’t pack a punch, then you just got punked.
Make them laugh, WIN THEIR HEARTS
TOP OF MIND
For most brands, ‘TOMA’ or Top of Mind Awareness subtly means that they are the leader in their category. Which is why digital marketers try so hard to ensure their brands have some sort of ubiquity. It is important to understand that sharing your messages everywhere would not necessarily result in consumers remembering your brand.
One of the tricks to achieving TOMA is ensuring that your messages are not only frequent but also meet your consumers where they are. Connect with your consumers on areas of interest and they would remember you. .
There’s no denying that every brand wants exposure in order to grab their consumer’s attention. In attempt to trend some marketers go into over drive and share numerous messages/tweets which are sometimes unnecessary. .
Twittering the NEWS
With various brands/marketers going in the direction of a “newsroom” style of content creation there is an increased expectation to the content going viral. It is evident that consumers are constantly looking for information that interest them. Brands need to focus on these areas of interest as opposed to gambling on topics which are more likely to go viral .
Thirsty for INFORMATION