Sponsorship can provide businesses with significant reach and measurable results. But what happens when technology changes the way we consume content? This article explores six ways in which technology-driven transition has had an impact on traditional sponsorship. The modern consumer’s relationship with media, brands, and one another is changing rapidly as new technologies continue to be developed. And these changes are having a big effect on how consumers engage with sponsorships. Read on to find out how you can leverage these shifts to your advantage by adapting your strategy accordingly!
1. Establishing a Digital Presence
Social media has changed the landscape by providing advertisers with a plethora of additional channels. It’s now possible to cram an enormous amount of information into the daily lives of consumers who have grown up with the Internet at their fingertips. Technology has given us more access than ever to analytics that provide valuable information about audience behavior. And that’s essential in developing a successful sponsorship strategy.
2. Creating an Interactive Environment
The act of sponsoring is becoming more interactive with the audience. Sponsors are now giving customers a chance to communicate, interact and engage with the brand on a personal level. Active participation is great news for sponsors because it means they can have a much deeper impact on those who share their values and want to be involved in some way. In turn, these customers will become ambassadors for your company or organization by sharing positive experiences with friends, family, and colleagues, encouraging them to transition to new products or services too. So don’t settle for simply being a part of people’s lives, use interactive methods to influence them!
3. Turning the Sponsorship into a Two-Way Street
What worked in the past doesn’t necessarily work now, and there’s nothing wrong with that. As technology continues to evolve at an unprecedented rate, so does consumer behavior. Thus it’s necessary for sponsors to keep up with what works by adapting accordingly. Be open to new ideas and modes of engaging consumers via digital media channels, and pay attention when you see something that could benefit your company or organization. Don’t be afraid to let others teach you a thing or two about how they’ve managed to optimize their involvement with fans on social networks, for example. It might just give your business a unique edge in today’s fast-changing landscape!
4. Developing Sponsor-Driven Content
Sponsorships are often based on the principle of providing something of value to an audience in exchange for their time and attention. It’s imperative that sponsors ensure that they’re putting out high-quality content that audiences can’t seem to stop talking about. According to the team of experienced professionals at LIGR Systems, investing heavily in partnerships with non-elite sports organizations can help you entice more sponsors and create highly engaging content. Create a monetized live streaming experience that is tailored to your target audience. Use a two-way street of sponsorship by creating sponsor-driven content that provides tailored experiences for your target audience. A surefire way to ramp up your sponsorship strategy is utilizing original content consumers can genuinely enjoy and find useful!
5. Making Sponsorships Mobile and Location-Aware
Both smartphone users and wearable technology devices are set to increase at an incredible pace. Today’s sponsors boast more functionality than ever before, giving them the ability to organize products around specific user-targeted experiences and provide the necessary support for each. Location-based notifications can be helpful because they are sent out via apps or by monitoring the geolocation of social media posts from users who have opted for them. Establishing a digital presence and creating an interactive environment makes it easier for consumers to engage with you before, during, or after they purchase your product.
6. Leveraging Data to Provide Tailored Experiences for Your Target Audience
Data is being generated at an incredible rate due to new technologies like smartphones, as well as sensors built into these devices that take note of everything from location to touch gestures. This trend will only continue in the future. Sponsors can provide tailored experiences for their target audience by leveraging a wealth of information about where people are locally and what they’re doing all over the world. This is particularly valuable for businesses and brands that are interested in social media marketing as it enables them to identify which consumers are most likely to engage with content associated with a specific sponsorship and tailor the experience they receive accordingly.
Marketing requires tailoring your messages and making them relevant so that they are timely and reach the intended audience. Sponsorships offer a way to create bespoke experiences for your target audience while also making money off of this targeted advertising. With these six tips in mind, you will be on your way to creating a successful sponsorship program.