First, there were the newspapers and television; and now, product brands and the companies that promote them are looking to the Internet to build both company and brand through information and entertainment. The big difference today is that Internet users have the power to ignore ads that come at them while surfing. As it is, reportedly, 22.7 percent of internet users already block ads in their system while internet surfing, and the numbers are expected to rise by 43 percent every year.
With competition getting steeper as up-and-coming companies get on the Internet to draw more clients and customers, every company gets to ask itself: how can we set ourselves apart? The simple answer is personalization, a strategy that aims to make a product or service unique enough to appeal to target consumer interests.
Companies should personalize their brand marketing according to the platforms their consumers mostly use to surf for information. For instance, if their customers tend to plug into social media platforms, such as YouTube, they need to craft videos that engage them enough to get them interested in the product. Even other websites, such as Amazon and Netflix, personalize their recommendations according to consumer personal preferences.
A series of long-term marketing strategies, such as content marketing and social media marketing that includes posting high quality blogs, images, and articles that get updated regularly, can develop an understanding—and affinity—between brand and audience. Creating a bond between these two, like a friendship, takes time to build, but it is one important goal to shoot for.