In today’s economy, no business would be caught dead without their website and social media profiles. Through curated posts and content, big companies and small businesses alike are all scrambling to improve their brand trust.
When you open social media, you’re bound to find a post from your favorite fast-food chain. We bet you’d also see a few influencers talking about how much they love certain products and how you should buy them too.
Considering how huge the internet is today, it’s surprising to think that marketers were once unsure about using it for their benefit. From age-old skepticism to embracing digital marketing, how did brand evolution lead to marketers trusting the power of online platforms? Continue reading!
Digital Dilemma: Why Marketers Were Afraid to Dive into the Web Waters
Some people are scared of outer space, while others are deathly afraid of the deep sea. Marketers, on the other hand, once feared using the Internet to market their products.
Until the early years of the 1990s, companies used traditional tools to market their products. They used to design ads – just like what they do now – and print them in newspapers and magazines. Other companies with bigger budgets opted to advertise using television and radio broadcasting channels.
Back in the early days of the internet, when Web 1.0 was all the rage, digital marketing was like this shiny new toy that everyone was curious about. However, since it’s a method that hasn’t been tried yet, companies were reluctant for a few reasons.
- The “What If” Syndrome – Picture this – you’ve got a successful business, money’s rolling in, and then someone comes along and says, “Hey, why not invest in this digital marketing thing?” But, there’s a big ‘what if’ hanging over your head. What if it doesn’t work? What if we pour our hard-earned cash into it and get nothing in return? That uncertainty was a mood killer.
- Lost in Translation – Back then, digital marketing was like a foreign language. People had no clue what SEO, PPC, or CTR meant. Learning the ropes of these newfangled strategies? Well, that sounded like a pricey and time-consuming adventure. So, many decided to stick to what they knew – traditional advertising.
- Comfort in Traditional Ways – If it isn’t broken, don’t fix it, right? That’s what businesses thought. They were still making good ol’ money through TV, radio, and print ads. So, why change? Digital marketing was an uncharted territory, and traditional methods seemed much cozier.
How AT&T’s Bold Banner Ad Kickstarted Online Marketing and Social Media’s Emergence
Despite doubts, a customer service company called AT&T decided to go against the odds and purchased the very first clickable internet banner ad in 1994.¹ The result? Many people were curious and clicked the online ad.
Along with this development, the growth of the internet also introduced online communication services. This gave rise to Six Degrees, the earliest social media network launched in 1997.²
As the internet grew and social media became a thing, companies slowly started shedding their fear of digital marketing. They saw the potential. As Facebook improved its network in 2006, marketers took the chance to introduce their brands and businesses to potential customers online. They created their own official profiles and began marketing. And the rest is history.
Earning Customer Trust: The Key to Brand Loyalty
Wondering how to build brand trust? It’s all about consistency. Whether you’re kickstarting your business or already on your way, one thing remains essential: maintain a rock-solid commitment to excellence in your services.
When your clients know they can always count on your excellence, trust naturally flourishes. In fact, this trust can even transform your clients into brand advocates. As the marketing landscape evolves, remember that trust is the key to success.
The brand evolution in trusting marketing platforms was quite a wavy ride. But just like pirates exploring uncharted waters for gold, companies also found a treasure trove of potential customers and business connections online.
As technology develops, it might be harder for your business to stay afloat. To help you navigate your way toward success, the following are five lessons you can learn from the evolution of marketing platforms throughout the years.
1. Remain true to your brand.
A change in marketing medium and strategies should never lead to a change in your brand identity. No matter what application you advertise on, your brand’s core values, and personality should remain the same.
Take Coca-Cola. If you visit its social media profiles, you’ll notice the consistent color scheme and iconic logo. Everything Coca-Cola shares echoes its overarching message of spreading happiness. Remaining true to their brand also helped brands like Coca-Cola develop signature marketing strategies, such as storytelling.
Imitating a big company is not ideal. Instead, take the time to identify what your branding is. What brand strategy would best get your message across to the people you’re targeting? Remember that every effort you make needs to reflect your brand and your company. Changing to follow a trend is never a good idea.
2. Engage your target audience.
Engaging your target audience is about creating a connection rather than just pushing out messages. And you have lots of mediums like social media at your fingertips. Unlike traditional methods where customers only read, social media platforms let them reply and discuss with one another.
Take the latest Hunger Games trailer circulating on different websites. In the comment section on Facebook, Instagram, or TikTok, many people discuss the movie and how excited other users are, supporting their reactions with online comments.
This shows that building a community of loyal customers and brand ambassadors is possible if digital marketing strategies are correctly utilized.
So, when you share a post about interview tips, encourage candidates to share their experiences or insights in the comments. Respond promptly and thoughtfully, and make your online space feel like a supportive community!
3. Show customer loyalty.
Loyalty goes both ways in business. It means more than just finding jobs for candidates. You should show your commitment to candidates by providing ongoing support, skill development resources, and career advice. Think of it as nurturing an ongoing partnership rather than a one-time transaction.
Think of Apple’s improvement efforts. They continuously enhance their products and services by releasing free software updates and trade-in programs. This reciprocity builds trust and long-lasting relationships, which are invaluable in the staffing industry.
4. Be flexible and adaptable.
Change is inevitable, and in staffing, it’s essential to stay nimble. For staffing firms, adaptability means being responsive to shifts in the job market, industry trends, and evolving client and candidate needs.
It’s the best way to remain successful, as the toy company Mattel proves. Since its inception in 1959, Barbie has remained popular with almost every generation.³ How has she done this? Through constant changes in the toys she creates.
Instead of just making a tall and skinny Barbie, as the famous TikTok sound says, Mattel has also created Barbies that aim to make their toys inclusive. From different body types, skin colors, and professions, Barbie remained adaptable throughout the years. They’ve also created characters besides Barbie, like Ken and Skipper.
What does the role of branding mean for your firm? This might mean branching out into new job types, making the most of fancy tech, or diving into trends like remote work. So, be flexible, embrace the chaos, and don’t be afraid of trying out new stuff.
5. Turn comments into fuel.
Back in the day, folks were kinda freaked out about the internet because of online feedback – the good, the bad, and the ugly. Imagine you’ve been doing your thing, minding your business, and suddenly, everyone’s got a voice to comment on your life.
Overwhelming, right? But you’re not just yourself; you’re the face of a company. So, don’t take those negative comments to heart. They’re not about your hairstyle or lunch choices. They can help your brand shine.
Think of it this way: the more you hear the not-so-great stuff, the better you can get. Embrace brand evaluation. Turn ugly feedback into fuel for your business, making it even better.
BOOST YOUR BRAND EVOLUTION WITH ALLIED INSIGHT
If you want to level up your brand evolution and win customer trust in the digital age, you’ve come to the right place. Allied Insight is your go-to full-stack marketing agency, specializing in tailoring digital strategies to your unique business needs.
Our mission is simple: we’re all about making marketing accessible, impactful, and geared toward your growth. Let’s work together to harness the full power of various marketing tools. Contact us today to continue your brand evolution and strengthen your customers’ trust!
1 LaFrance, Adrienne . “The First-Ever Banner Ad on the Web.” The Atlantic, 21 Apr. 2017, www.theatlantic.com/technology/archive/2017/04/the-first-ever-banner-ad-on-the-web/523728/.
2 “The Evolution of Social Media: How Did It Begin, and Where Could It Go Next?” Maryville University, 28 May 2020, online.maryville.edu/blog/evolution-social-media/.
3 Holland, Brynn . “Barbie Through the Ages.” History Channel, 14 Jul. 2023, www.history.com/news/barbie-through-the-ages.