It's all about brand culture

Dubai - Consumers are elated when they see their culture or their hometown referenced in an advertisement, he revealed. Many people today are also actively sharing advertisements on social media that are in their language and this sends out a strong message to both publishing and content creating companies.

 For brands to truly succeed in today's increasingly competitive landscape it helps to have an engaging communication strategy with a cultural focus, says Justin Kirby, vice-president of strategic content marketing at Tenthwave Digital, UK.
Speaking at the WAN-IFRA Middle East Conference in Dubai, Kirby explained: "Communication is a social exercise which is conducted through the things that people share now, or talk about, what they watched, and what they interacted with. Brands can use this to become more culturally connected with their customers."
Consumers are elated when they see their culture or their hometown referenced in an advertisement, he revealed. Many people today are also actively sharing advertisements on social media that are in their language and this sends out a strong message to both publishing and content creating companies. 
Kirby also noted that it is also important to distinguish between media-led content and customer-led content in advertising. Advertisements that add value to people lives today are the ones that leave a lasting impression and contribute to customer loyalty, he said. It is not enough for a company to talk about how great their product is in an advertisement, but to also highlight how it can add value to their lives.
The best ads are the one that get this balance right. People, he noted, are more likely to talk about your brand if they feel like they have formed a connection with it. He cited Kraft and its recipes as an example of successful customer-led content, which had gotten people talking about and sharing the content online.
"When it comes to branded content, you don't need big stars or a lot of money to create a great ad. You can easily create a sensational ad with just $1,500," Kirby said. "When brands come to me a lot of the time they say that they need a social media marketing strategy, and I tell them that they need a customer engagement strategy when it comes to content; and then social is the distribution of that content."
To this end, brands have to realise the importance of content and how being culturally relevant can increase a brand's standing with its customers."Target the hearts of your consumers. Focus on winning their hearts, instead of making them compare different brand prices in their minds. This is how you leave a lasting impression," Kirby said.
Kirby also spoke about mobile advertising and how that is one of the best ways to seamlessly advertise a brand.
rohma@khaleejtimes.com  

• UAE