Twitter Is Not A Strategy – Tactics to form a powerful brand image
Twitter Is Not A Strategy talks about treating customers as the king. It also talks about the relevance of traditional marketing in the digital age. The author states that even though all marketing campaigns revolve around social media yet there are certain aspects that focus on traditional marketing. In order to establish a long term and ever lasting relationship with the customers it is super important to make a powerful brand image.
Finding the mistakes and working the best to rectify them in order to deliver a good product/ service to the customers is highly essential. This book also breaks down the myth that branding is all about likes and visually pleasing logos. When in reality it is about communicating clearly the ideology, purpose and ethics of a brand to the customer.
The author Tom Doctoroff also adds a quick tip to benefit his readers. He says it is imperative to establish the brand locally before launching it internationally. Local launch gives the time to work on feedback offered by the local customers. In case the product is directly launched globally, it increases the pressure on the entrepreneur to consider the requests and insights of all the customers worldwide.
A strong customer base comes from powerful brand image
Today we see every business and customer talking about brands. But what is a brand? How to establish a strong brand image? Do you know the history of the term brand’s origin? If not, then read on to find out!
The term brand originated in ancient Egypt. The skin of cattle was burnt with a particular label so that people could guess the owner of the cattle. In recent times, the method of branding has evolved but the motive of recognition is still the same. Branding differentiates one brand in the same niche from another.
The best example mentioned in Twitter Is Not A Strategy to describe powerful branding is Apple. The company established customer loyalty by making a powerful image. They worked on designing beautiful computer hardwares and along with that they built substantial recognition. Now even though its competitor Samsung offers well- made computer hardwares, people still prefer going back to Apple. The reason being strong brand image and immense customer base.
The author offers many such examples to etch the importance of a solid brand image on our brain. If you
Bottom-up marketing is a way forward
In order to understand Bottom-up marketing, it is first imperative to understand Top-down marketing. Top-down marketing is a traditional marketing model where retailers, newspapers, and broadcasters create a buzz in the market about a specific product. Television for instance is the best example of this model. Every American owned a television in the late twentieth century. This model mentioned in Twitter Is Not A Strategy is still relevant if used systematically. But the marketing model that has become the rage these days is the bottom-up model.
With the advent of social media, the consumers have become more active and responsible. Now they don’t believe in consuming the advertisement passively rather they want to be involved in co-creating the promotion. A brand’s image strengthens and the message is conveyed effectively when the customers strat sharing the advertisement videos across their social media platforms.
Check out the book summaries available on various book summaries websites to understand the importance of bottom-up marketing.
Customer is the king and their needs must be given prime importance
With so many years of research and experience, the brands have come to a conclusion that the customer is the king and their taste, preference and feedback must be given prime importance if they want to sustain their brand. For this brand have come up with Unique brand offering (UBO) to fulfil the desires of their target customers.
Now the following step is to make the clients take interest in providing feedback and reviews on the product. For this a marketing team has to come up with a unique and entertaining idea to engage all their customers on various social media platforms. The approach stated by the author is Me, We and the Universe approach.
Guide the customers through various stages of purchasing
The author covers five stages of the purchasing process and how to manipulate it to convert it into sales. The stages are trigger, consideration, comparison, preference, and purchase. If a brand effectively engages with its target audience through these five stages of the purchase process, then it becomes very easy to make sales.
Read the book summaries available to understand the importance of guiding the customers through various stages of purchasing.
In Twitter Is Not A Strategy, the author mentions two things must be kept in mind before building an engagement idea. First, if the products you are dealing with are high involvement or low involvement and second, how to hold the attention of the potential customers.