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Any brand seeks to maintain a stable relationship with its audience. However, it is not always simple to earn loyalty and trust of customers. A company’s own channels play a big role in building relationships with clients. What do we mean by it?
Most probably, all of you at least once heard a statement of an entrepreneur Gary Vaynerchuk ‘Every one of you is a media company’. From today’s perspective, it is important for any business and its owners not only to produce something, but also to promote the end product. Gary Vaynerchuk outlined three categories of channels, through which we can promote our products. Today, we will talk more about owned channels of every company.
Building a marketing strategy, organizing promotion channels, and creating their own content, people and businesses become media companies. On top of that, content is not only texts and longreads, but also pictures, videos, graphics, and content of any other format that you share with the world through your own channels.
Every company is armed with several own channels that make it a media company:
Users pay less and less attention to traditional media ads. 86% people skip video ads, 44% do not open mailing pieces, and a number of those who unsubscribe from old mail-outs, refusing to subscribe to new ones, is growing.
If a brand becomes a medium, it can make its product an integral part of content interesting for users. In this case, people are affected not by annoying ads, but by a natural and useful information product. Creating useful content and spreading it, the brand ultimately increases its own visibility and popularity.
Having its own communication channel, one can not only attract customers, but also create new target audiences, bringing up its users.
By means of high-quality content, a brand can keep in touch with users and form a necessary image in their minds.
Almost 82% users start treating a company better when they follow its media resource, according to a study by Brandon Gaille. Unlike usual ads, such brand promotion is perceived by people 70% better, while nearly 60% users also enjoy relevant content, getting addicted to it.
Loyalty and trust of potential customers grow thanks to good knowledge about the product. The more the audience is ‘heated up’ with content, the easier it is to sell it what you offer. That is why, in the content of heightened online competition, honest and live communication with users via your media is an excellent way to ‘stand out from the crowd’.
If you decided to develop your business in the Russian market and do now know where to start from, write us, and we will help you analyze the market and create a promotion strategy for your product, including promotion via development of your own digital channels.
Ready to partner with the specialists in Russian marketing and advertising?
About the Author
Head of Digital, editor-in-chief of the RMAA Agency Blog