Robert Lanterman

Why Tracking Attention and Awareness is Important in a Digital Age

By: Robert Lanterman | July 31, 2017 | 

brand loyalty Products flop.

They just do.

Coors, Kellogg, Ford, Apple — I can’t think of a single long running business that has not created risky products that end up selling poorly.

Many of those companies have been able to survive though, and it is not unusual to try and fail.

Virgin owner Richard Branson has spoken many times on the importance of taking calculated risks, and Google has even rewarded failed innovations.

So you can see flops are just one result of something necessary: Risks.

But another product of risks, even product flops and failures, is brand loyalty and awareness.

This is incredibly important for business and it is what will keep your company afloat even when you’re not bringing in as much money as you hoped.

In the digital age, brand loyalty and awareness techniques have had to change and adapt because people are always engaged with their digital devices and involved online.

You need to go where your customers are, not the other way around.

So how do you track overall success when something goes awry?

It’s about visibility in front of potential customers, who ultimately determine what the market looks like.

How Many People are Paying Attention… and Who are They?

All businesses should use Google Analytics, an amazing and free program that tracks how many people visit your site and how long they stay.

It also tracks demographics information on your site visitors.

You can know exactly what kind of customers you attract and what kind of activity grabs their attention best, and then adjust your marketing accordingly.

Google Analytics specifically is compatible with a variety of different web hosts.

You can set it up with Drupal, WordPress, Squarespace, or Tumblr.

It is essential to know who is still paying attention when a product does flop as much as when a product does well.

It is also good to know what potential customers are paying attention to by monitoring the traffic on different web pages.

If you see a lot of traffic on your blog, for instance, try to link back to your product pages from it.

Tracking who is paying attention is a very important part of market analysis in the digital age.

For the purpose of success, you need to know what is profitable and what loses attention.

This can all be shown by monitoring your web traffic.

Observation and speculation—rather, natural trial and error—are good things, but hard numbers are always better.

I recommend downloading the information and putting together a heat map in a spreadsheet, which should automatically help you see what kind of responses and how much you get to particular subcategories of posts.

Keep in Potential Customers’ Lines of Sight

Even when a product doesn’t do so well, you need to find a way to keep yourself in people’s minds.

How can this be done, you might ask?

Again, this is the digital age, which means you have many tools at your disposal— social media and email, for starters.

There are several days at a time where I won’t have anything going on with my business.

I personally have found it very useful to use these “down” days to advertise older products on Instagram, network on Twitter, share things on Facebook, and write about what I’m up to on our website.

As weird as it may seem, I think that light hearted memes are pretty good for this same thing as well.

They keep you culturally relevant with your customer base, as well as fill time when you need it.

I see more followers all the time.

And I think a big part of that is just because I’m staying active.

As well, something I was originally against but have come around to is mailing lists, or email marketing.

Business experts such as Quickbooks recommend it, and after interviewing other business owners I found that it usually increases site traffic as well as cause occasional sales bumps.

So if people don’t always like our products, they stay aware of our brand.

The Importance of Brand Loyalty

Hopefully, your company will release enough well-selling products to make up for the ones that flop.

Eventually, you want to reach a point where people trust your brand.

That is, they know you have delivered on good products in the past and that if something has your name on it, they can expect the same quality.

You want to get to a point where a few mistakes don’t determine the rest of your business career.

Brand loyalty is not a myth.

If a company puts out one or two products in a row I don’t like, I still respect their brand.

Coca Cola is one such brand, as are other favorite food chains and soda companies.

Success is more than simple numbers, it’s also what makes a company memorable and what keeps it relevant.

What ways do you track brand awareness and keep it up?

About Robert Lanterman

Robert Lanterman is a writer and record label owner in Boise Idaho. He graduated from the College of Idaho with a Bachelor's Degree in Marketing in the summer of 2014. Since then he's contributed to over 50 websites, primarily focusing on business and music.

  • This is a great post, Robert! I totally agree: Brands can make mistakes and still retain their followers if they build a relationship with us. That means more than creating good products… it means creating as many points of engagement as possible, and it means listening and responding to your customers. Not always an easy thing to do!

    • Rob Lanterman

      Thanks Mike! It’s not easy to build a following but keeping it has a lot to do with social interaction and I think people miss that when they look at numbers for too long 🙂

  • “All businesses should use Google Analytics.” You can say that again.

    Building relationships with your audience are crucial, especially in today’s world where there are no barriers and anyone can become your competitor.

    Listening and building relationships are the foundation for brand awareness and brand loyalty.

    • Rob Lanterman

      Absolutely. It’s been amazing and weird to watch the responses I’ve gotten through my own business accounts just by making jokes or poking fun at things around me.

      It’s refreshing to know that I’m connecting with consumers that are just normal, great people.

  • What do you think the biggest threats to brand loyalty are?

    • Rob Lanterman

      Personally, I think neglecting, offending, or isolating your customer base + becoming inactive are both very serious threats to brand loyalty.

  • I have a great story about brand loyalty. Several years ago, a colleague was accused of plagiarizing another blog post. The blogger was relentless and would not stop posting negative comments. Our community came to her defense and he eventually went away.

    Which was great, in and of itself.

    But it ended up that she DID plagiarize and I had to eat crow, both publicly and to the blogger. The best part? The community here became even more loyal.

    it’s OK to make mistakes. We all do it. It’s in how we handle it that creates (or not) the loyalty.

    • Rob Lanterman

      Wow, that transparency you had with your community is AWESOME.

      I often find that people who are too reputation-oriented are the people you can’t trust, and it sounds like biting the bullet in this situation really helped your following, albeit unintentional (which is almost purer to me, actually).

      I’m encouraged by this story.

      • It was pretty scary–especially when I found out that I had so fiercely stood behind my team member, only to discover the plagiarism did happen. But transparency works, if you do it for the right reasons.