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Bigger Isn’t Better for Building Brand Awareness

May 7, 2018

Big advertising for mass consumers hasn’t entirely gone the way of the dinosaurs, but the ever-changing world of marketing means that brands need to shift their thinking…

…from making a large impact with a single, “behemoth” campaign to making hundreds of smaller, more personalized impressions with audiences that can be engaged repeatedly on social media platforms including Facebook, Instagram, and mobile apps. Technological resources available today make it easy and inexpensive to reach a targeted audience and increase brand awareness. In order to do so effectively, however, the following factors should be taken into consideration:


Capitalizing on shorter attention spans

It is vital for advertising in the modern media age to capitalize on shorter attention spans and the consumer’s desire for more meaningful interaction. For example, something as simple as an animated logo can grab and hold viewers’ attention spans in a way that stationary objects no longer do, encouraging them to click and learn more about a company they would have otherwise glossed over.

Increased return on investment (ROI)

Using less costly tactics that garner impactful results mean a greater return on investment.

Shareable content builds brand awareness

Social media allows consumers to share marketing material and organically increase brand awareness with no additional investment required.


Micro mobile moments are the building blocks of mega brand awareness campaigns

The average consumer touches their phone almost 3,000 times per day. Whether it’s to check an email, search something online, or make a purchase, every moment is a marketing opportunity. Brands can use these micro mobile moments to quickly connect with customers in a memorable, personalized way to build brand awareness. Micro mobile moments also create brand recognition through repetition. By capitalizing on mobile interaction, brands can create campaigns that connect with targeted audiences at the opportune time, even just momentarily.

Bigger isn’t better for building brand awareness

Big advertising to a mass market is no longer the most viable option for brands to increase awareness and market share. Advertisers need to shift their approach from trying to make a large impact with a single, oversized campaign to making


Building brand awareness using apps

Building brand awareness via apps can be accomplished one of two ways. A company can create a branded app or it can leverage an existing third-party app. If branded apps don’t prove useful or fail to prominently display the brand, it’s unlikely they will prove impactful. For the most part, consumers don’t use branded apps focused on a single product or brand regularly (the exception being some retail stores/companies). Alternatively, companies may choose to partner with an existing app or third party that has a built-in audience. This allows a bran instant access to a high volume of average daily users and consequently increases brand recognition within a highly targeted audience. If companies choose to partner with a third-party app, they should keep the following factors in mind:

  • Relevancy to brand and product offerings
  • Who the target audience is
  • The functionality of the app and timeliness of marketing opportunities
  • Consumer audiences v. social audiences in relation to permissive use for marketing

Overall, if companies look to build brand awareness through smaller, consumable ‘bites’ of information mixed with meaningful moments of interaction with audiences, they will see a greater overall impact in brand awareness and growth. These brief moments of engagement with consumers can lead to long-term sustainability and brand loyalty.

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