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Brand Marketing in the Digital Age

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Brand Marketing in the Digital Age

By Hunter Amato, Guest Contributor for Inland Empire Business Journal

The digital revolution brings with it both challenges and opportunities that never existed pre-internet. Even the concept of e-commerce, now a huge percentage of total brand sales every year, was dismissed as negligible until the last decade or so. But things have changed.

In the modern digital age, new marketing strategies have developed to utilize technological advancements and take advantage of the possibilities offered by a new interconnected world. Here’s how your brand can keep up.

Stay Consistent

The modern digital consumer is bombarded with content at every turn. With friends, family, and competing brands vying for attention, how does your brand stay relevant?

A large part of getting consumer attention is consistency. Make sure to invest early and effectively into a good design team or designer who can give your brand marketing a visual throughline that will last.

Humans are visual creatures and great at pattern recognition. This means that if someone sees an advertisement or thumbnail for your brand once, they may not pay it any mind. If however, they see it consistently and regularly, it’s more like to leave an impression.

Consistent visual media campaigns and visual branding are great for this sort of thing. Consider a similarity that all your marketing could have, whether that’s a color palette, font family, general layout, etc, and stick to it.

Consistency is also key in matters of tone and personality. In the digital age, all companies should have a specific voice that they stick to in advertisements, posts, public statements, and even customer service responses. Consumers want to feel like they “know” the brands they buy from, and consistency of tone helps in that regard.

Leverage Social Media

A perfect place to develop and maintain a consistent brand personality is social media. More than one million people join social platforms every single day, and 90% of brands use social media to communicate with users.

It’s important to diversify your social media use; don’t just have a presence on one platform. By maintaining pages on different sites, you can reach different demographics and also track where your strengths might lie.

Mastering every social network out there may not be possible simultaneously, but do get acquainted with the basics and make sure you’re active regularly.

Consistency matters not only in visuals and tone, but also in post frequency. Adjust your post and curation rate for each social media site, but never go silent for more than a week at a time.

Social media companies know that brands rely on them in the digital age, so they offer business tools that can be incredibly useful. In addition, social media offers the possibility of working with brand ambassadors, influencers, and even partnering even temporarily with related brands.

Big Data is Your Friend

Another key marketing component that social media offers your brand in the digital age is big data. The big data revolution is making sweeping strides in many fields, from the commercial to the healthcare sector.

Essentially, what big data means for brands is that there are incredible amounts of user data and customer behavior data being generated every day, and that new technological innovations make those massive troves of data searchable, analyzable, and usable for marketing.

Facebook provides a fantastic analytics service, that can be combined with Instagram’s analytics since the former acquired the latter company. Snapchat also includes its own user analytics for official accounts, called Snapchat Insights. Pinterest has its own suite of business tools as well.

Now that your brand has access to big data, it’s important to use it in the most effective way. The primary ways of going about this are by targeting ads to specific demographic groups, analyzing the effectiveness of different brand marketing strategies, and split testing ads.

By utilizing the power of big data, your brand can make smarter choices about where to invest inherently limited resources, and develop a marketing strategy fit for the digital age.

In Summary

Brand exposure and favorability are more important than ever in the digital world, given the number of choices consumers have at their fingertips.

By maintaining consistent branding in both visuals, tone, and values, your brand will retain consumer attention well. By leveraging the power of social media, you can not only increase e-commerce activity but also further your brand familiarity and develop a positive relationship with your consumers. Finally, the big data revolution has enabled increasingly useful analytics tools that can be used to optimize your brand marketing even further.

The Inland Empire Business Journal (IEBJ) is the official business news publication of Southern California’s Inland Empire region - covering San Bernardino & Riverside Counties.

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San Bernardino County State of the County; Regional Business Summit Delivers Strong Message of Opportunity and Growth

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American Idol Winner and County Native Chayce Beckham Acoustic Performance Closes Show

San Bernardino County welcomed hundreds of business, government and community leaders to its State of the County | Regional Business Summit held at the Toyota Arena on October 6. The event, hosted by Board of Supervisors Chairman Curt Hagman, featured a breadth of information encompassing County data, interviews with business leaders as well as updates on County programs and initiatives that made a difference in keeping residents safe and healthy and helping businesses to thrive.

The Board of Supervisors each delivered a message on critical areas of success in County programs that included education and workforce, economic development and foreign trade, public safety, healthy communities, and increasing equity. Included in these programs was the recognition that San Bernardino County became the first county in California to declare racism a public health crisis. “Our hope is that the equity element group and the conversations that it is conducting will help us to grow a more fair, just and more prosperous community for everyone in San Bernardino County,” said Supervisor Rutherford.

“While this past year has tested each and every one of us, it has not slowed down the pace of progress. Billions of dollars are being invested in San Bernardino County in technology, transportation, healthcare, and new entertainment venues,” said Chairman Hagman.

Chairman Hagman and the County’s new Chief Communications Officer Martha Guzman-Hurtado teamed up to share more news on these developments including an update on the TopGolf entertainment experience being built in Ontario — the first in Southern California, as well as The Boring Company’s plans for an underground transit loop that will shuttle thousands of passengers between Ontario International Airport and the Rancho Cucamonga Metrolink station.

A subsequent video reported on investments in the County by Brightline West, Starlink, and General Atomics Aeronautical. These innovations were followed by an interview with Ken Ramirez, chairman, San Manuel Mission Band of Indians, who shared more on the tribe’s economic and philanthropic investments including the creation of more than 7,000 local jobs. “San Manuel’s goal is to keep philanthropy dollars in local communities, so that everyone has a chance at success,” said Ramirez.

Chairman Hagman also shared a video featuring the work of County-based MP Materials, the only integrated rare earth mining and processing site in North America, and KIGT, the only and first African-American manufacturer of electric vehicle charging stations. These firms exemplify the County’s burgeoning electric transportation infrastructure that benefits the nation and world.

The final business video focused on small business success and young business leaders. “Many of these businesses are founded by young people who are born here, grow up here, and are now ready to invest here because they believe in what San Bernardino County has to offer. In many ways they are community champions,” said Hagman.

The video highlighted the work of local investor and entrepreneur David Friedman of Realicore Real Estate Group, Destiny Muse of Grounded along with the non-profit Youth Action Project (YAP) and its empowering work through its Black and Brown Economic Empowerment Partnership (BEEP) that supports young people who are working to redevelop their communities. “Reinvesting matters to this region. If we can find a way to develop our local region that makes it attractive for residents to stay, to retain our local talent, the County will thrive,” noted Tremaine Mitchell, co-founder and executive director, YAP.

The State of the County | Regional Business Summit closed with a live acoustic performance by hometown star Chayce Beckham, this year’s American Idol winner and Apple Valley native who played his number one hit “23.”

To view the State of the County | Regional Business Summit, visit the link at San Bernardino: San Bernardino (selectsbcounty.com) or on CountyWire at State of the County 2021 Delivers Strong Message of Opportunity and Growth | County of San Bernardino – CountyWire (sbcounty.gov).

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2020 Spirit of the Entrepreneur Awards available for viewing on YouTube starting Dec. 5

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The 2020 Spirit of the Entrepreneur Awards gala video will be available for viewing beginning Saturday, Dec. 5, presented by the Inland Empire Center for Entrepreneurship at Cal State San Bernardino, with the theme “Despite all odds – the Spirit of the Entrepreneur will prevail!”

The recorded awards event will be available to view on the Cal State San Bernardino YouTube channel.

Adapting and pivoting its program model due to the COVID-19 pandemic, the Spirit of the Entrepreneur Awards focused on recognizing those entrepreneurs and social entrepreneurs who have survived, thrived and played a key role in helping the community adapt and overcome the coronavirus pandemic through their direct efforts.

Mistress of Ceremonies Janice Bryant Howroyd, the founder and chief executive officer of The ActOne Group, presided over the ceremony that took place on Nov. 21. She is currently No. 39 on Forbes list of America’s Richest Self-Made Women. In 2014, Howroyd was recognized by Black Enterprise as the first black woman to own and operate a billion‐dollar company.

The 18th annual gala event, presented by Cal State San Bernardino and produced by the Inland Empire Center for Entrepreneurship (IECE) at CSUSB, in partnership with Premier Sponsor City National Bank, recognized nine entrepreneurs selected from nearly 200 nominees and 48 semi-finalists.

During the broadcast from The Fox Theater in Pomona, the recipients of the COVID Hero, COVID Innovator, and COVID Angel Entrepreneur Awards were unveiled. The award recipients included:

  • Lisa Wright, Inland SoCal United Way, Rancho Cucamonga –

COVID Hero Entrepreneur

  • Zubin and Tenzing Carvalho, SoCal Face Shields for Frontline Workers, Hemet – COVID Innovator Entrepreneur
  • Eugene Weems, Vibrant Green for Vibrant Peace, San Bernardino – COVID Angel Entrepreneur

In the tradition of the Spirit of the Entrepreneur, the event featured top-flight entertainment, delivered this year by Vintage Trouble. The Los Angeles-based quartet, presented by Premier and Entertainment Sponsor City National Bank, delivered a scorching two song set of swaggering rock, soulful blues, R&B grooves, and pop ambition blended into a bold and brash brew of infectious music.

FAST PITCH COMPETITION

As part of the event festivities, the Garner Holt Student Fast Pitch Competition was held for five future entrepreneurs to deliver a 90-second pitch about their up-and-coming venture idea to the audience and were critiqued on their overall preparation, poise and professional presentation. The top three pitches were recognized and the top student walked away with a $4,000 prize. The fast pitch, which involves students from Cal State San Bernardino, is sponsored by entrepreneur Garner Holt of San Bernardino. The top three finishers were:

  • Emma Biland, Bracelet Bodyguard – 1st place
  • Matthew List, 1Knock – 2nd place
  • Misty Lopez, She Me – 3rd place
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San Bernardino County Economic Development Looks to Bolster Local Filming as Official County Film Office

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County Benefits from Close Proximity to LA Market and Diverse Range of Location Options

For fiscal year 2019-2020, San Bernardino County benefited from an economic impact from the film industry of more than $10 million, which accounted for 200 applications and 354 days of filming. Now to further bolster that impact the San Bernardino County Economic Development Department is the official film office for the County providing a one-stop-shop service to the entertainment industry. 

Filming permits are required for all commercial filming and commercial still photography done in the unincorporated areas of San Bernardino County, or when facilities are used that belong to, are managed by or are under the jurisdiction of the County. 

A number of notable projects were shot in the County over the last year. These included: critically-acclaimed series Homecoming (filmed in Crestline); Jay Leno’s Garage television show (filmed in Fontana); television series 9-1-1 Season 3 (filmed in Lucerne Valley); FX drama Old Man starring Jeff Bridges (filmed in Crestline); HGTV television show House Hunter’s International (filmed in San Bernardino); along with commercials for Kia (filmed in Chino) and Volkswagen (filmed in Trona).

Natalia Paez, producer, Shades of Grey, an agency that works with lifestyle brands, said, “We had not shot in that part of California. The San Bernardino County team was instrumental in moving our photo shoot forward. Not only did they help with the basic permitting information, they also helped us find the perfect street location for one pivotal scene that was proving difficult to find. I hope more clients choose to shoot in this area because I’d work with the County again in a heartbeat.”

Producers also noted that the County’s expansive locations ranging from desolate desert to forested alpine meadows can be rare to find so closely accessible both to each other and to major media and transportation hubs.

“It is exciting to see our County used by the creative community because of its beauty and diversity of scenery. Plus our inland Southern California location keeps us accessible to the LA entertainment industry. We look forward to increasing our reputation as a location of choice,” said San Bernardino County Board of Supervisors Chairman Curt Hagman.

San Bernardino County offers marketing opportunities for businesses and homeowners who are interested in listing their location on the San Bernardino County Locations Library. There are 142 unique listings for filmmakers to browse. An example is the UCLA Lake Arrowhead Lodge, one of the newest partners, offering scenic and mountainous views. The lakeside resort can be utilized for filming and lodging accommodations.

To view the County’s location library, resources and applications, visit https://www.selectsbcounty.com/major-initiatives/film.

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