December, 16 2010
In 2011, Brands can’t just “stand for” the cause du jour. Doing what others do, just because they’re doing it, won’t work very long or very effectively.
Marketers will continue to use engagement methods like the right platform; program; message; and experience. It’s the way today’s consumers do business. Period. But there is only one objective for the future: Brand Engagement. Attaining real brand engagement is impossible using out-dated awareness models. Your on hold programming is a perfect example. Every time you place a caller on hold, you have a chance to communicate and engage that caller.
Good marketers value every opportunity to engage customers with a tweet, blog status update and viral message. Think of your message on hold system as a tweet, blog or status update! You want to communicate something new, something engaging, something that connects, something that keeps callers interested. In today’s financially-strained world brand marketing efforts will need to be believable, sustained, and engaging.
So what will your company’s on hold messages say in 2011? Are you going to bore callers to death with the same old information, or are you going to connect with them every opportunity you get? Toss out stale message content, keep messages fresh, you should also use your on hold message as a means to help boost your online marketing presence such as your website, or social platforms and digital channels.
How companies measure, manage, and market their brands will be critical as the economy still tries to make a recovery. Brands increasingly must stand for something beyond just rational items. However, for brands that ignore these opportunities for engagement and brand differentiation trends, it could very well be their last.