Approximate reading time: 12 minutes
To improve brand presence, it is essential to use information technology (IT) to optimize commercial activities and the value chain.
One of the most titanic business efforts is associated with strengthening brand presence, or those actions aimed at resonating in the target audience’s memory, to the point of generating a favorable response that represents loyalty. Given the high competition and continuous emergence of channels and touchpoints between the customer and the product, this reality particularly affects the consumer sector. As a result, marketing and sales areas increasingly turn to information technology (IT) as a tool to optimize commercial activities and the value chain in general.
Technologies to improve brand presence
In the digital era, improving brand presence involves considering a series of technological aspects ranging from centralized databases and cloud adoption to the implementation of specific business applications. When you have the right developments and platforms, it’s possible to gain points in terms of positioning and show a more consolidated image compared to the competition. However, to put this into practice, it’s important to understand that today we can’t just talk about a CRM (Customer Relationship Management system) or an ERP (Enterprise Resource Planning system), but rather about their significance in customized developments that truly meet business needs.
Areas to improve brand presence with IT
The channels to address for optimizing brand presence must be both on trade and off trade. The first refers to products consumed at the same point of sale (restaurants, bars, hotels); the second, to those consumed elsewhere (internet, warehouses, supermarkets).
In the beverage market case, both channels have the same relevance, so in articulating efforts, it is significant that the sales force achieves an accurate relationship level with managers or those in charge of points of sale, as these, as key internal stakeholders, can facilitate the satisfaction of those who consume the product on-premises or take it away.
Brand presence in the consumer sector
The points that a solution for a beverage company can address are diverse. Besides branding as a marketing discipline in physical and digital channels, customer management, which encompasses points of sale, is essential. For processes associated with this work to align with business objectives, it’s worth automating the agenda and visits, which a cutting-edge system can accomplish according to added geographical locations and operation status.
Another valid idea is to incorporate fields for evaluating salespeople and other related matters, for example, the temperature at which beverages are served to ensure their proper dispensing. Similarly, data about circulating promotional material can be uploaded.
In conclusion, the points for perfecting brand presence must respond to its needs while seeking to generate a memorable user experience. Technologies serve as a catapult to achieve optimal management, so if you want to gain in positioning and recall, IT provides interesting answers.
If you’re looking for a solution to optimize marketing and sales strategies with technology, contact us for more information.
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