subject: Brand Consultancy and the Numbers Game [print this page] Brand Consultancy and the Numbers Game Brand Consultancy and the Numbers Game
Historically, marketing has been a study in numbers. Use all the money you have to get your message (or product information) out to as many people as possible. Hope beyond hope that out of the wads of money spent to reach the masses, someone in the mix will need or be convinced that they "need" whatever it is that you are selling or promoting. A whole lot of money was spent with not a whole lot of guarantee in return. A whole lot of money spent along with a whole lot of hoping and praying for results.
Targeting intelligence and brand consultancy are the new buzz words of the marketing world. Really, it is all quite simple. Rather than continue the "hope and pray" method referenced previously, all the data, click ratios, whole figures, customer demographics, etc., etc. are complied, organized and placed into a rational context. Instead of the "hope and pray" method of marketing, potential customers can be truly identified and targeted instead of the general public as a whole.
Traditionally, online marketing has struggled to figure out where and how exactly the whole realm of social media fits into the bigger picture of their task (marketing and public relations). The online marketing world has had difficulty quantifying how to organize all the sources that go into a purchaser's decision making processes.
It is with the advent and development of targeting intelligence and brand consultancy that we have been able to successfully address these issues. Through targeting intelligence, we have been able to determine more accurately who has influence on the purchasing power of the intended audience. Targeting intelligence also lends credence to organizing those influencers basedon the data collected.
Marketing benefits from targeting intelligence and brand consultancy both on the customer and competition sides of the spectrum. An increased ability to determine who and what is influencing the customer is clearly beneficial. An increased ability to determine what the competition is thinking and planning is also clearly beneficial.
It is obvious that targeting intelligence and brand consultancy are here to stay in this brave new interconnected world we live in. The question now becomes, 'What will we do with that reality? Adapt and use it to our advantage or ignore it and get left in the dust?' A question well worth our time to ponder and answer.
