BEHAVIOURAL CHANGE, ALTHOUGHsilent, is necessary and evident in anenvironment that is rapidly incorporatingdigital technology in all aspects. Withthe deployment of mobile and internetcommunication, how information isdisseminated has changed drasticallyin terms of reach and speed. Arevolution occurs when society adoptsnew behaviours and it is imperativethat organizations come up withstrategies in line with the new modes of communication for their brands. If not,they will be caught flat footed usingoutdated media and consequently, theirbrand message will not resonate withtheir audience. The launching of internet broadbandcomes with the expectation that accesswill be faster, more reliable and moreaffordable for the Kenyan community atlarge. Anyone who is managing a brandtherefore needs to anticipate and react tothis tectonic shift in the digital arena.
What is in a brand?
A brand is collectively what people say,feel and think about your product, serviceor organisation.For instance, Usain Bolt of Jamaica isan individual brand that has propelledhis own value and that of his country.Jamaica is no longer famous for its fiery jerk chicken but also for its exceptionalsprinters. Similarly, the brand ‘Kenya’ issynonymous with long distance running,as was confirmed in the just concludedworld athletic championship.In this new era of digital mediacommunication therefore, your brand willincreasingly be about what is searchedfor digitally.
Media communication is now movingaway from push marketing to pullmarketing. Push marketing refersto messaging that is disseminatedoutwardly in the hope that the audiencewill understand your message. Atelevision broadcast is a good example of push marketing. Pull marketing has moreto do with inbound marketing whereyou are pulling your audience to come toyour repository of information. A case inpoint is sending out e-mail messages thatencourages your audience to visit yourwebsite to get more information aboutyour products and services. The core characteristic of any digitalenvironment is that it is electronic andtherefore dynamic. Subsequently, this isprobably the most exciting time to bemarketing and selling your products. The shift from push to pull marketing iscreating both challenges for marketersand opportunities to engage consumersin new ways that start lasting, profitablerelationships.
Battle of the three screens
This battle in the digital arena hasbeen taken to the three screens in
Managing your brand ina digital environment