Digital

6 P’s of Brand Communication for the Digital Era

To consummate the art of brand communication in contemporary times, here are the six
fundamental P’s that we suggest incorporating into your strategy.

There is a well-known insight that with the plenty of media alternatives in the digital era-
there is a developing mess or a growing clutter. Be that as it may, is there actually clutter?

Aren’t customers savvy enough to get through the messiness and receive the communication
they need? Are the expanding modes of reach making clutter or breaking the clutter? Are the
4P’s and 6P’s that advertisers or marketers have studied and learned still significant and if
not, then what is applicable today?
Assessing and surveying the circumstance, plainly the relationship of a brand with a client
has moved far beyond being transactional. A client is not, at this point simply a client yet an
influencer, a brand advocate, a co-maker, and surprisingly a co-schemer. In the digital period,
brands have become an inborn piece of the buyer’s lifestyle. A brand should represent values
that the customer relates to and wants to be related to. For this reason, a brand should
interface with the client in a customized and relatable manner across all types of its
communication.
So, to consummate the specialty of brand communication in the digital era, here are the six
fundamental P’s that are suggested for integrating into your system:
1. Purpose: To put it simply, a feeling of direction gives the brand motivation to exist other
than to make a profit or benefit. This reason while inward should then be imparted
successfully to the new-age customer who needs to realize it and is aligned to line up with it.
For instance, if the brand advances sustainable and moral practices, this should be the
highlight or feature of each open communication, to draw and hold the attention of
customers who internally believe or have faith in these causes.
2. Taking a Position: Having a reason likewise implies remaining by it and taking the right
position in any event, whenever there are chances of it going down negatively with certain
stakeholders. Numerous brands have lost their sheen since they didn’t try to do what they
said others should do when the opportunity arrived- they didn’t practice what they preached.
For example, a brand that consistently upholds transparency and trustworthiness cannot
abruptly go silent or quiet when internal issues come out.
3. Utilizing the art of Persuasion: Among the couple of things that a brand ought to have,
persuasion or convincingness is undoubtedly one. The brand must consistently persuade and
convince audiences to lean toward it other than everything else in the market that is
competing for their attention. Here are a couple of exceptionally valuable tips for
incorporating persuasiveness into a brand based by Robert Cialdini:
❖ Reciprocity: When a brand gives any customer something of significant worth, they
feel a sense of reciprocity that prompts them to give something back, which often

converts into brand loyalty. Acts of kindness and thoughtful gestures go far in winning
over customers.
❖ Scarcity/Shortage: Something as basic as “sold out” or “last few items remaining”
impels clients to act instantly and promptly. The feeling that something is much
popular and accordingly scant is everything necessary to siphon up the sales.
❖ Social Acceptability: If the brand represents a reason that the customer desires to
relate with, then, at that point you can expect a more significant level of engagement
and commitment that advances a sense of social worthiness or acceptability for the
customer.
❖ Likeability: This is where influencer marketing becomes an integral factor. Customers
see influencers as likable and accessible figures. Their sentiments and angle are viewed
as authentic. Thus, when this figure endorses and embraces the brand, there are even
more reasons for customers to buy into it.
❖ Authority: The brand should be seen as a figure of power through its display of industry
information, pertinent realities, and other information. Such brands are seen as
substantial and dependable.
4. Precision: With regards to brand communication, precision is critical. With fast dwindling
attention spans, even a two-minute video clip can sometimes feel excessively long. The fact
is to keep it to the point, regardless of whether the brand is choosing text, audio, or video.
Each line that goes into the communication ought to convey something of relevance to the
audience.

5. Personal: With advancing tech apparatuses and progressing social media strategies, micro-
targeting has come to the aid of brands. Micro-targeting empowers brands to personalise

and customize their communication according to the individual. The communication has to
be close to home and one-to-one, the days of one—to-many are finished. Zeroing in on the
relatability of the communication yields far better conversion rates at reduced expenses.
6. Platform Management: The tailoring of brand communication shouldn’t be confined to
personalization. It’s just as essential to identify and recognize the types of audiences and
networks the brand will find on each kind of communication platform. For example, the
audience on Twitter is not quite the same as those on Instagram. In offline spaces, your
outside promotions and ads will have a diverse audience than print or television
advertisements. Hence, for higher viability, brand communication must be custom-made as
per the dictates of every platform.
With fast innovative changes entering marketing and even Emotion simulated artificial
intelligence being utilized for understanding customers’ feelings and emotions towards
things like packaging and campaigns, marketing and advertising is in for an extraordinary time
ahead.

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