New York, NY (PRWEB) December 13, 2013
Brand competition is high, so skilled marketers are looking ahead to 2014 and ways they can help stand out in the crowd this coming year. Alyson O’Mahoney, executive vice president and partner at Robin Leedy & Associates, a niche PR and social media agency for national brands in the health/OTC, beauty and lifestyle categories, offers several, cost-efficient ideas to make brand marketing healthier and happier this coming year:
- Ad Retargeting: According to the 2013 UPS Pulse of the Online Shopper, a customer experience study conducted by comScore, 88% of participants indicated that they had placed items in a shopping cart, yet left the site without purchasing. Upwards of 50% attribute their abandonment to not being ready to purchase at the time of their online activity. Through effective digital retargeting, brands can stay prevalent in already-interested consumers’ minds by engaging them in conversation through their internet browser history over a period of time. “Continuing to engage voyeuristic consumers, or, regain interest from potentially lost leads via retargeting, is one of the most cost-effective digital efforts for brands and every brand should employ this,” says O’Mahoney. “This is important whether a company is pushing to ecommerce or for brand purchase at a brick-and-mortar shelf.”
- Content, Content, Content: Quickly becoming the most critical force of a marketing campaign is a brand’s unique content. With millions of brands spread across the social sphere, competing for consumer attention has become increasingly challenging. “Don’t create content for contents sake; rather, think carefully of how your content will build loyalty and awareness, drive sharing, help establish your specific brand/business as a leader in its category, and answer unique consumer questions that can spark trial,” explains O’Mahoney.
- Don’t Ditch Tradition: Despite the push for all things digital, media channels like women’s magazines and traditional broadcast still pull in millions of eyeballs per asset. “These outlets have the bandwidth to take messaging farther and faster, so balance tactics with a healthy dose of traditional marketing and digital/social so you cover all the bases,” O’Mahoney says.
Robin Leedy & Associates (RLA) is an integrated marketing and communications agency specializing in consumer products, including over-the-counter (OTC) personal health, beauty and nutritional brands. The full-service, independent, creative public relations and social media firm works in all channels and mediums – from traditional print and broadcast, to social networking and digital venues — to achieve measurable, impactful results and ROI that help move the needle on efficient brand marketing spends. The agency has offices in Mt. Kisco, NY, and Manhattan at 44 Street and Fifth Avenue. For more information, visit http://www.rlapr.com.