Does your brand message align with 4Cs?
Change is the only constant in marketing. As new platforms continue to emerge and audiences become more and more fragmented, priorities of marketing communication are in a constant state of flux. The time when marketing’s goal was to sway a consumer’s buying decisions is a thing of the past. With branded communication becoming an omnipresent part of the audience’s life, the focus of marketing must shift from selling to sentiment. Here’s a checklist of the new 4Cs of marketing communication.
Fresh Content
The continuously connected nature of marketing channels today means content has an increasingly short shelf life. Churning out fresh content has always been a marketer’s goal which is now even more important. Replicating tried and tested strategies do little to add value and don’t allow your brand message to stand out from the noise and clutter. The quickest way to make your brand the talk of the town (in a good way) is to think of the ordinary in unexpected ways. A novel brand message makes the audience sit up and take notice. At the same time, be cautious not to overdo a successful idea because that defeats the purpose of ‘newness’ you’re trying to achieve.
Genuine Conversations
The greatest change that the proliferation of technology has introduced to marketing is turning marketing communication from a one-way to a two-way street. Unlike traditional marketing models, brands are no longer in full control of their message. Platforms are open for communication and feedback from customers. Instead of a setback, it can be a great opportunity for brands to engage in genuine conversations with their audience. Brands should be wary of relying on automated messages for communication. It may be efficient from a business point of view but does little to nothing to build a real and empathy-led connection with your customers. Further, it leaves your customer feeling unheard and unacknowledged.
Trusted Connect
A brand that customers can trust will attract loyalty by default. However, trust is not won overnight. It’s an intangible investment that requires long-term and consistent brand effort where marketing communication can play a significant role. Customers are less likely to trust a brand that paints a rosy picture in its marketing communication but doesn’t follow through with its product or service. To build trust, it’s important for the brand’s values and message to be in alignment. When developing a marketing strategy, it’s crucial to consider how the message can help to build a trusted connect with your audience.
Meaningful Curation
Just because everyone is talking about it, doesn’t mean you have to too. More often than not, the strategy backfires and ends up making the brand look opportunistic. Be mindful of jumping into trending topics that are not relevant to your brand and its audience. Marketing communication that is set in the right context ends up being meaningful to your customers and is more likely to retain them on your brand journey. When they know they can expect meaningful content from your brand, they won’t turn a blind eye when they see your message. Generate a meaningful curation of content that adds value in exchange for your customer’s time and attention.
Today, marketing communication that does not align with the above 4Cs will fall flat and be lost in the overcrowded sea of branded messages. A sound marketing strategy must include these aspects.
Read Also : How to leverage Moment or Meme Marketing without hurting the sentiments of the people?
About the author:
Zahara Kanchwalla, Co-Founder & CEO, Rite KnowledgeLabs