Digital sharp targeting is great news. Some marketeers get so excited about it’s possibilities that they believe it has not only made old-school mass targeted brand campaigns, but also brand thinking in general redundant. Which equals to saying “Consumers don’t care if we are unknown and unremarkable, they’ll will pay attention and prefer us over our competitors anyway”.
To quote Google’s Joris Merks- Benjaminsen: “If you sell online and don’t believe in brand because you can’t measure short term conversion so well, try to create an unbranded copy of your site and see how much you still sell”.
Let’s face it: your competitors have the same digital weapons. They can target the same people via the same channels on the same moment. If you’d only look at data, everyone would reach the same conclusions and use the same strategies and approaches. This would inevitably result in loss of differentiation – vital for long term business success.
Last but not least: your brand is also internally a great tool. If well defined and managed, it’s the organizing principle that defines what products you make, what features you highlight, what people you engage with, what you communicate and how.