Pay more attention to brand nicknames

New Ideas in MarketingEssential news for marketers, summarised by YouGov
July 08, 2021, 5:48 PM GMT+0

A recent study found nicknames had a clear positive impact on engagement.

Businesses should focus on nicknames and use them to their advantage. Studies show that when consumers use nicknames in an online review or a social post, they appear to be more credible and authentic. It further sends a message that the customer has a genuine relationship with the brand, increasing brand trust.

Marketers should monitor brand mentions along with their nicknames, hashtags or account tags to understand how consumers perceive the brand. Using brand nicknames in an SEO strategy can help companies improve their discoverability and maximise their brand presence. For instance, if a user searches for “Chevy” in Google, they will find Chevrolet’s official website as the first result.

Brands should also protect their nicknames by securing trademarks or purchasing URLs to avoid potential legal challenges. Further, avoid co-opting nicknames and stopping customers from using nicknames.

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