Rhapsody's Quick Cuts #12: Proven marketing tactics to master: person-first messaging, brand building, and YouTube awareness hacks

Marketers today have access to more tools and channels than ever before, but it’s easy to get lost in the noise. The real challenge? Standing out in a sea of competing content. Whether you’re fine-tuning your messaging strategy, building a brand for the long haul, or leveraging YouTube’s reach, mastering these essential marketing tactics can make all the difference. Let’s dive into three proven strategies that will give your brand the edge it needs in 2025.

Cut 1/3: How person-first messaging will transform your brand’s owned channels

Source: AdWeek

Photo: Unsplash

?? Person-first messaging is becoming essential for brands to build trust and loyalty. Brands need to use data-driven strategies to deliver personalised, relevant content on channels like email, SMS, and mobile apps, meeting customer expectations for tailored experiences. With increased competition across digital platforms, delivering personalised content directly to consumers helps brands stand out.

Action items for You:

• Leverage Data for Personalisation: Use customer data to deliver personalised messaging across all owned channels, ensuring relevance and engagement.
• Optimise for Mobile: Ensure all owned channel messages are mobile-friendly, especially email and SMS, as these are key touchpoints for consumers.
• Focus on Timing: Send messages at optimal times based on individual customer behaviors and preferences to maximise engagement rates.
• Test and Iterate: Continuously test different content formats and messaging approaches to identify what resonates best with your audience.

Cut 2/3: The surprising power of brand building: why ignoring it will cost you

Source: Marketing Week

Photo: Unsplash

?? Grace Kite emphasises the importance of long-term brand-building over short-term performance marketing. Companies that focus solely on immediate sales risk losing profitability and market share. Investment in emotional brand connections and long-term growth yields significant returns and solidifies brand equity over time.

Action items for You:

• Balance Your Marketing Mix: Allocate 60% of your marketing budget to brand building and 40% to performance marketing for sustainable growth.
• Invest in Emotional Connections: Create campaigns that build emotional connections with consumers to foster long-term brand loyalty.
• Measure Long-Term Impact: Use metrics like brand recall, market share, and customer lifetime value to track the impact of brand-building initiatives.
• Focus on Consistency: Ensure consistent brand messaging across all channels to reinforce brand identity over time.

Cut 3/3: Unlock YouTube’s full potential: boost brand awareness with video

Source: eMarketer

Stats: eMarketer

?? YouTube is a powerful platform for driving brand awareness, offering a combination of extensive reach and precise audience targeting. With new features like interactive ads and personalised content, brands can engage viewers and scale their awareness campaigns globally. Consistently optimised video content boosts discoverability and audience retention.

Action items for You:

• Utilise Interactive Ads: Leverage YouTube’s interactive ad formats like shoppable ads to engage viewers and drive immediate actions.
• Segment Your Audience: Use YouTube’s advanced targeting tools to reach specific demographics and interests, maximising the impact of your campaigns.
• Consistency in Content: Regularly upload high-quality content that aligns with your brand message to increase visibility and audience retention.
• Optimise for Search: Ensure video titles, descriptions, and tags are SEO-optimised to improve discoverability on YouTube and search engines.

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