Marketing has changed over the last few years, and more brands are focusing on social and digital mediums for advertising. The revolution of technology has made digital platforms an integral part of our lives. Digital platforms are the source of new market trends in every sector, and millions of people are on social media platforms following trends and connecting. According to Steve Lesnard, many brands have turned to digital platforms for advertising because of its added benefits and the power it has in influencing consumer trends. As much as digital mediums are a powerful tool, most companies do not know how to leverage it properly. A lot of institutions fail at using digital and social mediums to advertise their product.
Steve Lesnard believes the companies that leverage the digital platform s properly are those that focus on the consumer instead of the product. These brands also highlight the value and benefits for the consumer which effectively markets their products. If a brand wants to leverage social media properly, Steve Lesnard provides two guidelines that they need to follow.
- Bring it to life
Consumers always purchase a product that they can use in their day to day life. A product, therefore, needs to communicate to consumers how it can be used in real life and the benefits of using the product. This shows consumers the real-life experience they get once they purchase a product. Bringing a product to life makes it real for the consumer which convinces them to buy it. Another way of bringing a product to life is by using testimonials from other customers. Once potential consumers see this, they will buy the product without any question.
When creating adverts for products on digital mediums, the story needs to be clear. It needs to clearly outline the benefits to the consumer and also show the value of buying the product. Simplifying the message may not be easy, but it is the only chances at ensuring consumers remember the product. The slogan plays a vital role in this part. The slogan needs to be clear, simple and precise.