My analogy continues:
Just as a marketplace is made up of various vendors, the Digital Marketplace is comprised of “vendors” as well. Thus far, we have mentioned social media, photo/video-based media, mobile marketing, mobile app creation, blogs, mini-blogs, bookmarking sites – even though, a multitude of others exist.
Take a look at these two images that illustrate my thought:
The vastness of this seemingly unending list of new and evolving digital vendors leads me to discuss the idea of consistency. How do brands maintain consistent representation across the board? Carefully and strategically, I would assume. Brand management, as I’m quickly learning, is a multi-faceted task that involves effective communication, brainstorming, and execution from various brand representatives. While it was a relatively easy task to maintain brand consistency using only traditional media, the new and emerging media in our digital age require a much more stringent approach.
An article I read this week for class affirmed this notion that a brand’s presence is everywhere. Whether marketing a product, service, person, idea, or concept, the message conveyed must be consistent. The representation via web site must translate to the logo, the sales people, the promotional materials, the mobile screen, the email layout, and any other digital representation of the brand itself. It has to be integrated, otherwise, a consumer will lose faith and loyalty to the brand.
What can we do to reach true consistency? Let’s consider these four ideas:
It’s a lot of work and takes a lot of careful monitoring. But when you want consumers to keep coming back and visiting your presence among the marketplace, it’s worth it.