The Competition for Consumer Attention and How to Win the Race

Ah, the eternal game of cat and mouse that we marketers must play. Just when you think you've got a good grip on the situation, it slips away and leaves you scrambling. Our audiences are always one step ahead, adding new apps, social media channels, and other shiny distractions to their ever-growing repertoire of media consumption. It's like trying to keep up with a hyperactive toddler on a sugar high; exhausting, frustrating, but ultimately rewarding when we finally get it right.

In case you hadn't noticed, the media landscape is changing faster than a chameleon on a rainbow. Every day, it seems like there's a new app, streaming service, or social platform popping up like mushrooms after a rainstorm. We can be tricked into thinking we have the perfect strategy, that we are winning, and then BOOM! Something new drops, and all our plans go out the window. It's like a never-ending game of whack-a-mole, except the moles keep popping up with new hats, glasses, and moustaches to throw us off. And just when we finally adjust to one platform, the algorithm changes and we're back to square one.

It's a rollercoaster of emotions - excitement when we find a new tool to work with, frustration when that tool becomes obsolete, and pure panic when we realise, we are once again lost, and have no idea what we're doing. So, what are the implications for us as marketers seeking a perfect solution? Well, it means we're constantly playing catch-up to figure out where and how to reach our audiences.

In this article I will look at how we find a solution to winning in this ever-changing media landscape, and the value of building a strong brand strategy and identity that is unique and easy to remember, and helps you stand out from the rest of the pack. Because let's face it, in a world where attention spans are shorter than a T-Rex's arms, a strong brand identity can be the difference between being forgotten or being unforgettable.

The Ever-Changing Playground

Let me guess, you miss the good old days when everyone was glued to their TVs, and primetime was the only time that mattered. Or how about when the radio was the be-all and end-all of audio? Yeah? Well, those days are long gone, and now we're living in the land of unlimited options and non-stop change. Nowadays, it's like the Wild West out there. There are so many options that it's enough to make your head spin.

As consumers' options grow and diversify, we face a new challenge: how to make our message stand out. Merely because your target audience is utilising a particular app or platform, does not necessarily imply that it is a suitable match for your brand. Sure, everyone and their grandma is on TikTok, but is it really the best place to showcase your B2B marketing program? You must ask yourself, is your audience in a buying state of mind when they're scrolling through those feeds, or are they just looking for cute puppy or #wanderlust videos to brighten their day?

What Do I Have to Play With?

I totally get that choosing the right channels to market your brand can be a daunting task. With the plethora of options, it's easy to get lost in the sea of possibilities. So let’s look at the process of selecting the right channels to maximise your brand's reach and impact.

Firstly, it's important to understand your target audience and their media consumption habits.

Are they active on social media platforms such as Facebook, Twitter, or Instagram? Or do they prefer more professional platforms such as LinkedIn or industry-specific forums? Knowing where your audience spends their time can help you narrow down your choices and focus your efforts on the channels that are most likely to be effective. Examples:

• Let's say you're a B2B company that sells office supplies. While LinkedIn might be an obvious choice for B2B marketing, it's important to consider other channels as well. For example, could you leverage Google Ads to target people searching for office supplies or content marketing to create helpful blog posts that rank in search engines?
• On the other hand, if you're a fashion retailer targeting young women, Instagram and TikTok might be more effective channels to reach your audience. Do you think by partnering with influencers and creating visually appealing content, you can showcase your products in a way that resonates with your target demographic?

And it's not just about choosing the right channels and adapting your content to suit.

It's also about making your brand stand out from the competition. So, it's crucial to align your chosen channels with your brand identity and values. For instance, if your brand is centred around sustainability, it may be wise to focus on channels that have a green focus, such as environmental blogs, podcasts, or eco-friendly product directories. This ensures that your brand message is consistent across all channels and resonates with your target audience on a deeper level. Examples:

• Let's say you're a coffee shop competing with several other cafes in the area. How can you differentiate yourself and create a unique brand identity? One way could be to focus on sustainability and eco-friendliness. Use biodegradable cups and straws, source your coffee beans from sustainable farms, and highlight your efforts to reduce waste in your marketing materials. By aligning your brand with a cause that matters to your audience, can you differentiate yourself from other coffee shops in the area and attract environmentally conscious customers?
• Is your differentiator your exceptional customer service? Then, train your staff to go above and beyond for each customer and encourage them to build relationships with regulars. By creating a warm and welcoming atmosphere, can you turn your coffee shop into a community hub and foster loyal customers who keep coming back?

And please do remember that you can't just put out the same message on every platform and expect it to work like a charm. That would simply be like using a fork to eat soup. Each channel has its own personality, and your message needs to be tailored accordingly. So, while you might be the king of witty one-liners on Twitter, you'll need to flex those creative muscles a bit differently when you're on Instagram. So, take some time to understand the nuances of each channel and put in the work to adapt your content accordingly.

Additionally, creating a strong and consistent brand identity can help your brand stand out from the crowd.

This can be achieved through a cohesive visual identity, such as using a consistent colour scheme, typography, and imagery across all channels. It can also be achieved through a consistent tone of voice, messaging, and storytelling. By creating a unique and recognisable brand identity, your brand can differentiate itself from the competition and build a loyal following of customers.

Here are some real examples of brands that have successfully built a strong and consistent brand identity:

• Coca-Cola - Coca-Cola has a distinct visual identity that is recognisable around the world. The red and white colour scheme and the iconic Coca-Cola logo are used consistently across all marketing channels. The brand's messaging is also consistent and centres around happiness, togetherness, and sharing a Coke with friends and family.
• Nike - Nike's "Just Do It" slogan is known worldwide and has become a part of the brand's identity. The company uses a consistent visual identity, with the "swoosh" logo and bold typography, across all channels. The brand's messaging focuses on empowering athletes and encouraging them to push their limits.
• Apple - Apple's brand identity is centred around simplicity, innovation, and design. The company's visual identity is consistent across all channels, with the minimalist Apple logo and clean, sleek design used in all marketing materials. The brand's messaging focuses on the company's commitment to creating products that are high-tech,easy to use and aesthetically pleasing.
• Red Bull - Red Bull has built a brand identity around extreme sports and adventure. The company's visual identity is consistent, with the iconic red and blue logo and bold typography used across all marketing channels. The brand's messaging focuses on the energy and excitement associated with extreme sports and adventure.
• Airbnb - Airbnb's brand identity is centred around the idea of community and belonging. The company's visual identity is consistent across all channels, with the distinctive "belo" logo and bright, cheerful imagery used in all marketing materials. The brand's messaging focuses on the idea of creating unique and authentic travel experiences and connecting people from around the world.

These guys have got it all figured out. They've created a brand identity so unique and consistent that their customers would recognise their products in their sleep and their branding game is so strong that their customers would fight to defend their favourite brand's honour. They've got people tattooing their logo on their bodies, naming their pets after their products, and even writing love letters to their customer service reps. They’ve managed to differentiate themselves from their competitors by creating a brand identity that's unique. It's a beautiful thing to see, really. They've built a following of brand advocates so loyal, that at times they'd probably donate a kidney just to get their hands on the latest product release.

Another way to make your brand stand out is to create engaging and shareable content.

This can take the form of blog posts, videos, infographics, or social media posts that are informative, entertaining, and visually appealing. By creating content that people want to consume and share with their own networks, your brand can expand its reach and increase its exposure on multiple channels.

Here are a few examples of brands that have excelled in creating engaging and shareable content:

• Dollar Shave Club - This men's grooming brand is known for its humorous and irreverent approach to marketing, which is reflected in its content strategy. The brand's YouTube channel features funny and engaging videos that appeal to its target audience, such as "Our Blades Are F***ing Great" and "Let's Talk About #2".
• Red Bull (yep, again!) - The company is renowned for its content marketing efforts, which focus on extreme sports and adventure. Red Bull's content includes jaw-dropping videos of extreme athletes performing death-defying stunts, as well as behind-the-scenes glimpses into the world of action sports.
• HubSpot - This marketing software company is known for its comprehensive approach to content marketing, which includes blog posts, eBooks, webinars, and more. HubSpot's content is educational and informative, providing valuable insights and tips for marketers looking to improve their strategies.
• Brewdog – Gaining a strong following due to its unique branding, innovative marketing strategies, and commitment to sustainability, this Scottish craft beer company originally positioned themselves as a challenger brand, taking on the big players in the beer industry and disrupting the status quo. They are known for producing a wide range of unique and interesting beers, using unconventional ingredients, and brewing techniques. This has helped them to stand out in a crowded market and appeal to a younger, more adventurous audience.

By creating content that is entertaining, informative, or educational, brands like Dollar Shave Club, Red Bull, HubSpot, and Brewdog, have been able to stand out in their respective industries and build a loyal following of customers who engage with and share their content.

And finally, well, well, well, the data-driven marketer is back in the house!

Don't worry, it's not as boring as it sounds (oh, here she goes again…), but it's important to track and measure the effectiveness of your marketing efforts within each channel and on every platform. The market is littered with various tools available depending on your specific needs and goals. The key is to find those that work best for your business and use them to track and measure the effectiveness of your marketing efforts. Examples:

• Google Analytics: A free web analytics tool that allows you to track website traffic, user behaviour, and conversion rates. It provides valuable insights into how visitors are interacting with your website and can help you identify areas for improvement.
• HubSpot: This is an all-in-one marketing automation platform that includes tools for email marketing, social media management, lead generation, and analytics. It allows you to track the performance of your marketing campaigns and measure the ROI of your efforts.
• Hootsuite: This social media management tool allows you to monitor and manage multiple social media accounts from a single dashboard. It includes analytics features that allow you to track the performance of your social media campaigns and identify areas for improvement.
• SEMrush: This is an SEO tool that allows you to track your website's search engine rankings, analyse your competitors' SEO strategies, and identify opportunities for improvement.
• Moz: Another SEO tool that provides insights into your website's search engine rankings, as well as tools for keyword research, link building, and on-page optimisation.

The glamorous world of tracking and measuring. Nothing gets marketers more excited than looking at charts and graphs all day long. But trust me, it's worth it. You need to know what's working and what's not working, so you can adjust your strategy and keep your marketing efforts on track. By analysing the data, you can identify which channels are driving the most traffic and conversions, and adjust your strategy accordingly. Your boss will thank you, and you'll finally have something to show for all those hours spent scrolling through social media.

Final thoughts

As we continue to navigate the ever-evolving landscape of marketing, it's important to remember that we must adapt to stay ahead of the game. Our consumers are bombarded with a never-ending stream of content, from the latest viral trend to the newest streaming service. But it's our job to cut through the noise and grab their attention.

Ultimately, it all comes down to understanding your audience and what motivates them to engage with your brand. By identifying their pain points, interests, and preferences, you can create content that speaks directly to them and stands out amidst the competition. With the right message, delivered through the right channels

To do this, you do need to have a presence on multiple channels. We can't rely on just one platform to reach our target audience. By taking a multi-channel approach, you can ensure that you're reaching consumers where they are and delivering your message through the right channels.

But it's not just about being present on every channel. You will need to tailor your content and message to each specific platform. What works on Twitter may not work on Instagram, and what works on Reddit may not work on LinkedIn. By understanding the nuances of each channel, aligning your channels with your brand identity, creating engaging content, and tracking your results, your brand can stand out from the crowd and achieve success in the ever-changing landscape of media marketing.

ends

In today's competitive business landscape, having a solid marketing strategy is essential for the success of any business. With so many marketing channels and tactics available, it can be overwhelming to know where to start, and even more tricky to stay on top. So, whether you are a seasoned marketer or a small business owner just starting out, the series will cover a wide range of marketing hints and tips to equip you with the knowledge and tools you need to create effective marketing campaigns, reach your target audience, and drive more leads and sales for your business. My aim? It’s simple – to share my knowledge and the lessons I have learnt along with some tips, tricks, and other growth hacks as well as practical strategies to help you level up.

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