Online communication, nowadays, should be considered in the same way as a real battle, a discreet and silent war to be waged with weapons that do not kill, but on the contrary enliven the interest, vitality, and emotional charge of the goals they aim to achieve, through ever new and original content with which to attract the attention of the public.
Before embarking on any online strategy, and in particular on social media, brands should keep in mind that these activities do not represent a futile game, or effective methods to fill the virtual spaces available to the company, but extremely powerful weapons with which to improve in the blink of an eye their performance, their online reputation, positioning themselves more effectively in their target market and distinguishing themselves by the quality and originality of their content, which will necessarily always have to be high.
A question of quality
The expression “quality,” in some cases, can easily mislead. What is the real meaning of this word when we refer to digital marketing and social media management strategies? Quality content, first and foremost, is that which succeeds in stopping the viewer’s attention, forcing him or her to fix their gaze – even for a few seconds – on a copy, a photograph or video, or on an effective combination of all these elements.
Sometimes, the quality of a piece of content may depend on the high level of professionalism with which a photograph was taken, or the exceptional level of editing that can be seen in a video, but in most cases, the most effective and high-quality content is that which contains within it a strong original idea, a big idea that, declined and told in different ways, including through social networks, will represent the basis on which all of a company’s communication activities are built, and which must always return, in different ways and forms, even in the individual posts that are published daily, thus maintaining a certain formal and substantive coherence that will have grandiose effects on the effectiveness of brand communication.
A precise plan
The different actions that lead to the publication of a post, and series of posts based on the same basic idea, must also be included in a precise and structured plan, in well-thought-out planning that does not leave out any essential element for successful brand communication, such as the absolute consistency between the different content published regularly, the correct grammar and the appropriate languages to be used within the chosen platform, without ever forgetting to take advantage of the content mix strategy to increase the interest of your audience.
In order to attract the target audience’s attention, every brand will have to come up with extremely ambitious plans, based first and foremost on knowing certain information. The language habitually used by the target audience, its cultural references, and its buying habits. Therefore, in order to strike at the heart of its future consumers – but also to continue to arouse the interest of those who are already active customers – the brand will have to know them thoroughly, even going so far as to anticipate their moves and put a certain piece of content under their noses, in the right place and at the right time.
The means offered by the Internet are extremely useful in getting to know the tastes of one’s audience, meeting their expectations, and always offering them the experience best suited to their specific needs. It is a battle that generates little clangor, the little clanking of arms, and is based almost entirely on unprecedented interaction between the potential customer and his preferred company.
Some brands have already radically changed the way they interact with their audiences, taking it to a level of advancement never known before. A good example of this new trend is offered by live dealer casinos, which have already partially revolutionized the online gambling industry. In addition to offering a huge selection of online casino games and slot machines to try out in a safe and hassle-free manner, these specialized platforms also offer an extremely innovative mode of play that relies on real-time interaction between the player and a live dealer, who will accompany the user every single step of the game.
This innovation has not only introduced a deeper and more intimate way of conceiving the relationship between the user and the casino, but it has also essentially erased the differences between virtual and land-based casinos.
To win the online communication battle, every brand will have to carefully sharpen its weapons, always aiming them at the desired targets (and trying to hit the mark).