Brand management has constantly changed due to the growth in communication technology. These changes are still occurring since such technology is regularly changing for the better.
One of the significant changes in communication technology is speed and also the acceleration of change speed. Currently, communication channels the channels of communication can reach any part of the world, and at light speed.
This has led to the dissemination of information hence increasing the competition for attention at a pace we have never experienced before. Tanya Godfrey, a former chief digital officer at Guardian News, indicated that” Among areas where marketing has not changed is the creativity and the passion from brands that have helped build loyalty and emotion.
Things you still need, but almost all aspects of marketing have changed drastically:” It is such changes that changed the scene of brand management (Chan-Olmsted, 2006). As such, when attempting to change or build brand awareness, consumer loyalty and reaching new audiences, marketers, and businesses have to leverage the speed offered by technology without compromising the quality of the products.
One of the best ways to leverage communication technology and what it offers to ensure that brand management is improved includes personalization of communication at scale. This means the streamlining of communications to every customer, both current and potential.
This can be done through information gathering about the intended audience as well as the existing audience.