Brand Awareness: Ways it Can Benefit Your E-Commerce Website Through Digital Marketing
If you think of a soft drink product, what brand comes to your mind? How about toothpaste, shoes, a bag, mobile phone? Why did you think of these particular brands instead of other brands? You remember these names so well that oftentimes you use them to refer to something general. Say, for example, Coke for cola, Colgate for toothpaste, Kleenex for tissue, Pampers for baby diapers, and so on. This is called proprietary eponyms, and they are the highest form of brand awareness.
A definition of brand awareness
What is brand awareness? It refers to the extent that a customer can recognize the distinctive qualities or image of a brand, including its products and services. It is an important aspect of marketing, especially in launching a new product or service because it can largely affect a consumer’s buying decisions between competing companies. This means that the greater brand awareness people have for your product or service, the higher their familiarity with your product will be. It is beneficial for product recall and to make your target market comfortable in choosing your product over your competitors’ when they are ready to purchase.
Advantages of brand awareness
The advantages of brand awareness cannot be underestimated. In fact, according to Sprout’s social media index, social marketers prioritize brand awareness above other factors.
Why? Here are some advantages.
1. It increases market share and sales
In order to have leads and sales, businesses should make their products and services known by targeting high-quality and relevant audiences.
Case in point: Ralph Lauren. It increased its sales by 18% by building brand awareness among global millennial audiences for its 50th-anniversary collections. Their brand awareness strategy was through launching in-feed video ads and stories on Instagram and Facebook that showcased their products.
2. It improves brand perception
People don’t just buy your products and services because they need them. Sometimes, it’s because of how they perceive your business or company. You can create a brand awareness campaign because it can increase brand favorability.
3. It fosters brand loyalty
Show anyone the logos of two directly competing products or brands—one they are familiar with and the other they haven’t seen before. For example, two brands of peanut butter. Wait for their reaction and ask them which one they would choose if the unfamiliar brand offered a promo. Most probably, they will go for the brand that they are familiar with because of brand loyalty. If they were to buy a product, they would rather spend on something whose benefits are guaranteed based on experience.
4. It helps tip the scale
Oftentimes, brands and products have the same advantages, same promos, same ingredients, and same price. When this happens, consumers choose the one they are more familiar with or have been using for a long time. And if your strategies for brand awareness are successful, you can tip the scale and persuade the consumer to choose your product over the other.
What digital marketing can do for brand awareness?
With people spending more than six hours per day browsing the internet, we cannot doubt the power and reach of digital marketing for your brand awareness campaign.
1. High visibility and reach
Who doesn’t have a smartphone or tablet these days? Once your campaign or strategy is launched online, everyone can access it regardless of where they are in the world. Plus, there are many platforms to choose from such as Instagram, LinkedIn, and Facebook—all of which have a wide reach.
2. Lesser cost
If you think about it, posting a sponsored ad comes with a price tag. But if you compare it to traditional or non-digital advertising, your money can go a long way—even in a way that traditional advertising can never reach. Plus, the strategies for brand awareness employed in digital marketing are targeted, well-researched, and monitored even after deployment.
3. There’s paid and there’s organic SEO
These two digital marketing channels aim to provide visibility to your website, making them a great brand awareness strategy. Paid SEO is also called pay-per-click (PPC) advertising wherein your brand shows up in paid results. The advantage of this channel is that some SERPS show paid results at the top, and people have to scroll deep down the page to get the organic results. Whichever of the two you use, your brand’s exposure is promoted.
How to promote brand awareness through digital marketing
1. Offer great customer experience
Give your customers exactly the kind of customer experience you want to have. Make your social media posts complete, engaging, and user-friendly, including your website and mobile apps. When they have a great customer experience, they will remember your brand.
2. Start a referral program
One of the best marketing strategies for brand awareness is the word of mouth. Let your satisfied customers do the marketing for you by starting a referral program. This is especially effective because according to a study, 49% of US consumers turn to their friends and family as their top source of brand awareness. Give your customers 20% off on their next purchase when they refer a friend to your store who also gets the same discount. Be creative!
3. Create content online
This is one of the oldest and most tried-and-tested techniques for brand awareness. On your website, create content like blogs that are informative and engaging for your target market. Don’t keep talking about technical stuff but choose topics that tickle their fancy and tweak that to lead them to your brand.
Brand awareness is indeed the newest and most effective marketing strategy without the cost.
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Writer, blogger, software reviewer.