Advertising is a non-stop machine that keeps going until now. We faced a lot of methods, improvements, interactions, etc through advertising. From conventional to unpredictable; there are so many topics we need to discuss about advertising and its surrounding, let's us simplify and narrow it for you. Firstly, state of economics and consumen behaviour are two main things we should know before starting our campaign and branding through advertising.
Digital economy maybe not the backbone of this country, yet. But, its implication especially in urban areas create a big impact for the existence of certain brands. Technology will always be the 'playground' of advertising. Grab attention is one thing, but conveying the message and convert the content to 'contact' is another thing. We need to examine consumen behaviour carefully in order to get a desired 'contact'.
People tend engaged with content that relate to their life and daily basis. Riding the wave by re-producing viral content might helpful, but it isn't that long-lasting and catchy to represent brand image in front of audiences. As alternative, we could make content that get out from the mainstream method, instead of competing about who is 'the best' we could make a new stage and become 'the uncomparable'.
By competing in 'the best' way, we will face a lot of competitor, better assets, higher engagement rate, etc. for newcoming brand, this kind of method most likely will lead to disastrous strategy that ruins their own company.
Oppossitely, by using 'the uncomparable' we will be able to tap-in with local context with certain value. Audience will remember us as pioneer and unique, by this method we already become 'the best'. Create and be the first to win the competition! The other will follow your path and we'll be a trend setter.
The biggest challenge to be 'the uncomparable' is consistency in finding a new niche and insight that match with local context. If we keep doing the same approach and execution on advertising, audiences will think that:
- This is brand's marketing communication and language, which is fine to do same approach and execution
- The brand is lack of creativity and research and too depending on certain method as communication strategy
Most likely, audiences will think the second way. Using certain method is a good way to communicate our brand, but using certain approach is not. For example, we can consistently using advertising that constantly 'annoying'. Audiences will acknowledge our brand as unique, brave, and bold one.
We can stating that to annoy the audience by using print ads, radio ads, digital ads, and TVC video is our way to communicate our brand value, while showing this, we can use so many and various approach, audiences will remember our way of communicating, not our way of advertising.
For the conclusion, advertising should be done and arranged for long term communication. Don't rush to execution before know that we can use this communication strategy for a long term. Most importantly, audiences want to be connect instead of talked at.
The social media trend always shifting but something stays the same, audiences like to be the center of attention and get their opinion shared. As a brand, we have to accommodate it to get attention and appreciation as a 'friendly' brand. Tap-in with viral content, replying it with your brand value, and engage your followers is seem a classic digital approach but it's work effectively.
Diffrentiating our brand and make distinction about what we do and good at very important to create a content segmentation but not audiences. We will be acknowledged as top of mind brand if we make this kind of aprroach and implementing it as our main advertising tools.