Ngày đăng: 02/06/2020
Yahoo was sold to Verizon for $ 4.48 billion. It is tragic.
Jerry Yang and David Filo, the founders of Yahoo, created the company in 1994 with a vision of “a global branded internet navigation service for information and entertainment on the web”. However, this vision is basically flawed. Over time, Yahoo has gone through 24 vision modifications, making the market more confusing. Bringing Marissa Meyer to the company, but she did nothing to improve her brand awareness. During his tenure, Meyer has positioned Yahoo as an “indispensable guide to your digital transformation and the world”. It’s an opaque vision compared to Google’s ambitions like self-driving cars, drone deliveries and glucose-induced contact lenses.
What is the biggest mistake of Yahoo? They despise brand awareness.
Brand awareness is also known as brand image that plays a central part in company profits. It refers to a set of consumer perceptions of what a company’s product or service represents. It is not necessarily in sync with the company’s perception of what their brand represents, the perception of the brand owned by the consumer. With the popularization of brand image through social media and personal blogs, customer opinions have become more influential in shaping brand perspectives.
Brand awareness helps determine the position of a product or service and thereby affects the marketing and advertising effectiveness of the company. There are a variety of ways to measure the link between brand names and specific concepts and they are divided into two main categories: scaling and arrangement. Extensive ways allow us to determine if there is a connection between a brand and a trait, along with the power of that relationship. On the other hand, the arrangement allows the company to know that a group or community has common characteristics.
Customer surveys are an extension technique that can help strengthen your brand image. This is one of the most effective branding tools that allows companies to effectively measure a strong brand image and its link to the overall business brand strategy. There are several approaches that will allow you to effectively capture customer feedback. Let’s explore them.
– Customer Satisfaction Survey (CSAT) allows companies to measure customer emotions after a specific experience. CSAT can be done after visiting the store, chatting with customer support or making a purchase. CSAT can be done online via free tools like Survey Monkey or classic pen and paper after the actual transaction. It is also a good idea to encourage customers when they participate in the survey to attract more respondents.
– Net Promoter Score (NPS) examines how likely customers are to recommend the brand. Focusing on customer loyalty, this type of survey is conducted at specific stages of the customer life cycle. An NPS survey can be given to customers who are using the product or service for a certain period of time. NPS is also a useful tool to identify brand advocates or detractors.
– Product surveys are another branding tool to measure product satisfaction and adhesion. Product surveys are a great way to gather unique and creative customer ideas that can be a valuable input in a company’s brand positioning strategy. The product survey is also ideal for customers who have used the brand for a long time.
Leveraging Facebook, Twitter and other social media tools is more than just regular public content and tracking customer impressions and shares. As a great extension, its true value comes from learning how your customers search for your brand using specific keywords, hashtags and mentions, so you can stick your business brand with them.
To do this effectively, use social media listening tools. These branding tools allow companies to monitor their brand presence and social media across multiple channels. There are a range of branding tools starting from small and medium-sized businesses (SMBs) to businesses that offer free trials and feature sets. Social media listening tools that provide alerts and notifications, community demographics and followers, impact points and more. You use these branding tools to refine your social media goals, know who your brand influencers are and who your potential customers become brand ambassadors.
Analyzing website traffic with free tools like Google Analytics will allow companies to measure their brand awareness by looking at the number of customers who have entered your URL into the address bar, access your website, click on the email or download the document. An excellent placement technique, it allows companies to see if there is a connection between business brand strategy and brand awareness. Additionally, if you already use Google AdSense to run your digital campaigns, it’s useful to analyze the traffic provided by your pay-per-click campaigns and organic search results. Assuming that your business brand goals have been set, Google Analytics is a great way to see conversion performance and on-site engagement of each customer search.
Brand image plays a central role in the company’s profits. If the company does not measure how consumers perceive and interact with their brand, they will lose the opportunity to confirm if the vision they set is not only about their products or services but also for the whole corporate still fit. Tools and branding techniques are useful marketing and advertising weapons. However, companies must have the courage to turn around when necessary and get out of their comfort zones to grow and strengthen with the vision that their markets really require.
