In today’s ever-evolving media landscape, making an emotional engagement with consumers takes work. But with a little effort, you can do it. Google’s chief evangelist of brand marketing, Gopi Kallayil, offers these tips for getting on their radar:

NO. 1 REDUCE CONSUMER FRICTION USING THE LATEST TECHNOLOGY
Look no further than how mobile devices created the Uber and Lyft universe. By finding your advantage with the latest technologies, you can win consumer favor.

NO. 2 PARTNER WITH NEOFLUENCERS
A traditional way to build a brand was through celebrity endorsements. But the new influencers (neofluencers) hold unprecedented power and reach. Think YouTube and social stars, for example.

NO. 3 RESPECT THE MODERN CONSUMER’S POWER OF CHOICE
The old-fashioned model of brand building was to shout about your brand wherever the largest gathering of humans took place. To succeed today, you must respect new consumer choices and play by their rules.

NO. 4 USE A MODERN MEASURING TAPE
The variety of data points available today to marketers (likes, view-through rates, comments, etc.) do not always tell the full story. Instead, seek a single overarching business metric tied to your brand goals that can extend across every touch point and the consumer’s journey.

NO. 5 BE CONSISTENT ACROSS ALL TOUCHPOINTS (BOTH ANCIENT AND MODERN)
Today, your brand is shaped by every digital surface it shows up on, every way it behaves and everything said about it. To succeed, you must show up consistently across all the touchpoints that the consumer may access to explore or experience the brand.

This article appears in the July/August 2020 issue of Connect magazine published by NextPage, which can be found online here. If you would like a free print subscription to Connect, please click here.