To maximize and better justify the marketing budgets that organisations and brand spend on marketing efforts, it is crucial that the role of audience mobilization in driving value for brands through enhanced brand experiences, is taken into cognizance.
These were the views of location marketing expert and Founder of OOH Academy, Kingsley Onwukaeme, recently when he made a presentation at the Brand Experience Mixer, an event organized by PowerHouse Multimedia, an OOH company, in Lagos, recently.
Speaking to the theme of the event – ‘Location and Brand Experience’, he revealed, “Mobilizing an audience is the active engagement and motivation to take specific actions. It involves creating meaningful interactions and building relationships,” Onwukaeme said. “To achieve results through audience mobilization, you must provide real time and relevant messages, dynamic content delivery, and targeted and contextual messaging.”
“Audience mobilization is integral to driving value for brands today. It entails fostering active engagement and sparking motivation to take actions aligned to the brand narrative through contextual interactions”.
Elaborating further, he emphasized, “Strategic audience mobilization demands deploying real-time, relevant messaging delivered through dynamic mediums, underpinned by analysis of target consumers and situations. This fuels action-oriented responses, strengthens communal brand affinities, amplifies impact and reaches wider groups, builds support and steers change.”
According to Onwukaeme, location forms the very genesis of every brand experience today. “Emotional appeal holds the key to brand experiences that resonate profoundly with consumers, creating indelible positive perceptions. This necessitates identifying the right audience groups, pinpointing relevant locations, and immersing consumers with stirring experiences at opportune moments. When orchestrated harmoniously, it births enduring affinities and advocacy.”
He also spotlighted the intrinsic value of footfalls in outdoor advertising, enhanced remarkably by interacting with audiences at multiple locations during high-traffic periods. “This expands reach exponentially while accumulating higher footfall numbers.”
While highlighting the role of OOH platforms in accelerating brand awareness and stature through sheer scale, Onwukaeme pointed out how mobile DOOH solutions can penetrate locations better. “They drive brand experience and health by facilitating more engaging, tailored and episodic interactions. Mobile DOOH is marching ahead to define the future of OOH advertising,” he declared.
Additionally, he emphasized, “Location-based marketing powered by mobile OOH advertising is indispensable for forward-thinking brands seeking to provide transformed consumer experiences. For those keen to explore these opportunities in the Nigerian landscape, connecting with Power House Multimedia promises specialized expertise and execution excellence.”
