Staying Relevant Through Digital Usage

The growth of digital marketing in recent years is far too large to be ignored as it opens such a variety of new possibilities for companies to reach consumers. Recently at DMX, Ireland’s largest Digital Marketing event, various brand owners from both Ireland and abroad spoke about their digital experience and how companies can best optimise digital platforms to enhance and grow their brands.

One speaker at the event discussed the importance of consumer insight and identifying the correct audience for your brand. She, like several other speakers at the event, acknowledged the importance of connecting the online journey with the offline journey for consistency across all platforms. She stated “It is the audience that must come first, then the brand”.

Another speaker who developed her own wine brand in the last few years spoke at the event. She discussed how her low calorie, low alcohol drink for social occasions is gaining momentum on social platforms by having her catchy hashtag printed on the bottle label and then using this hashtag in every social media post. She actively encourages consumers to engage with the hashtag and runs monthly competitions on social media which sees a huge spike in the brand mentions gaining further consumer awareness for the new company.

A key takeaway from the event was the growing importance of video on social platforms. More and more brands are creating short snappy videos to gain consumers attention. One speaker mentioned that every minute on YouTube 300 hours of video content are uploaded. Brands today are creating great video content by finding out what their target audience is interested in and then crafting the right brand message to reach these people. It is the consumers that choose what they want to watch so you must make your content watchable.

Overall a variety of speakers on the day, all from different industries, really conveyed the importance of engaging with digital platforms to remain relevant to consumers.

For more information contact Ciara.Slattery@BordBia.ie

Source: Bord Bia - Staying Relevant Through Digital Usage