This website is best viewed in portrait mode only
Brand salience is the degree to which your brand is in consideration at the moment of purchase. In the world of ecommerce, it all starts with keyword search. There are two scenarios to explain brands saliency on ecommerce.
a) In chocolates and confectionary as a category on Amazon the search volume of the brand term ‘Cadbury’ is almost as high as the generic term ‘chocolates’. This indicates that the brand Cadbury enjoys strong Top of the mind. However-this may not necessarily mean that the brand enjoys high brand saliency owing to several factors:
b) In the same category if the consumer searches using generic term like ‘chocolates’ and considers purchasing your brand provided its available and visible then your brand enjoys high saliency.
Brand salience is a true measure of your marketing efforts. Most people tend to get confused between brand awareness and brand salience. Brand salience makes buyers consider your brand over another at that moment of decision-making. If your salience is weak, you’ll go unnoticed. That’s the difference between big names and smaller brands: The former has high brand salience, whereas the latter has low.
On digital commerce you need to build relevance of your brand at the right moment, right time and right place! Let’s delve a little deeper into levers that drive saliency on ecommerce.
Digital Shelf Optimization:
In the digital stores, customers rely heavily on the information you provide on the product detail page. Since more than 80% of the browsing and purchase happens on mobile -is your content mobile optimized? Customers engage better with images and even better with videos in case of complex product categories like electronic devices. Are you communicating your brand USP, value, features effectively with the use of right intrinsic images? The digital shelf content should help the customer address these four basic questions: Who is the brand? What it is? Which variety is it? How much quantity can the customer expect?
Fig 1. Below is A pack as it appears on the physical shelf and a decluttered pack that is still fully recognizable.
Even though a balance is hard to achieve in anything, we must have a long-term strategy which has a mix of search and display campaigns. The ratio may differ depending on the category you operate in, degree of competition and existing brand equity. Its important to expand the base while keeping a sharp focus on sales.
All these are important quantitative and qualitative mental cues play a crucial role to building your brand salience on ecommerce. By building on both these levers you are maximizing the number of customers shopping online who will think about your brand and maximizing the number of times they will think of your brand at their moment of truth.
I’d like to conclude by saying that brand salience on ecommerce has to be looked at differently as the growth levers are different online. You cannot adopt a traditional marketing strategy for this channel as the customer behave very differently off-line vs online. The customer journey is no more linear then why should are strategy be linear?
Introduction For any online entrepreneur or business owner, digital transformation...Read More
The right communication in marketing and advertising is your first...Read More
The global COVID-19 pandemic upended nearly every aspect of our...Read More