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Marketing activities tailored to the needs of the modern consumer
COMPREHENSIVE MARKETING STRATEGY
Some issues have always been and will continue to be the same in marketing. All marketing activities will always be focused on:
- increase in sales;
- building brand awareness (branding);
- acquiring new customers
If we achieve the above goals, we can conclude that the marketing activities have paid off. However, in times of great competition, we cannot rest on our laurels. Marketing is a continuous process that requires improving the vision and mission of a given brand and adjusting them to the needs of a changing market.
VALUABLE CONTENT MARKETING IS OF GREAT IMPORTANCE TODAY
What is today’s customer tired of? First of all, the surrounding noise of information, intrusive advertisements, or an excess of useless content. Today’s consumer is looking for authenticity. His interest will arouse valuable and useful content that provokes thought, inspires, and evokes emotions. For this reason, when advertising a product or service, you will not convince a potential customer with common slogans: “it is the best product on the market,” “effective and quick action,” “immediate effects,” etc. Why? Because such content does not completely answer the user’s questions.
We see many duplicate contents on the Internet – same problems, same solutions, same ideas. In 2019, the recipient’s attention will be attracted by innovative topics and an original form of communication, even something that has been on the market for several years. In a Facebook post, sponsored advertisement, or article, more traffic will be generated by more sophisticated content, in which the user will not feel the falsehood and intrusive promotion.
So how to involve the recipient? First of all, choose a good method of promoting your product or services. Even a seemingly least interesting brand can attract consumers’ attention. What matters is the form of the message. For this reason, do not soap your customers with biased slogans, but try to identify with them. Think about the benefits of choosing your product and why your services should benefit from it when there are many goods and similar surrounding them. Therefore, think about what can set you apart and make you a market leader.
Let’s take an example. Let’s take a closer look at Allegro’s Christmas campaign, “English for beginners,” which promotes English learning materials. Who will be the target group? We primarily think of the young generation – pupils and students. Meanwhile, in advertising, the client is an older adult. What’s more, the message of the campaign is important, as it breaks a certain stereotype. Namely, many people believe that they are no longer able to learn a foreign language at a certain age. Nothing could be more wrong. If you set a goal, you will find the motivation and strength to achieve it. In addition, it is worth paying attention to one more critical issue. Well, how Allegro encourages the customer to buy the product. It just clearly shows him the benefit of purchasing teaching materials.
How to build a bond with the client? First of all, let him get to know your brand from the inside out. First, we build the team member path and then the customer path. Show what your team’s daily work looks like, how you develop and improve your products or services. The client wants to see that you go with the times, implement new ideas, and fight the competition. If you run a corporate Instagram, Facebook, or blog, take care of relationships with users. It is not enough to engage them in discussions, answer questions, look for new followers or mark them up in the comments. Users must share and be genuinely engaged with other content they post.
As John Hall of Forbes notes, too many companies view their customers as a gateway to making a lot of money, while customers often feel ignored and insulted. Therefore, they need more attention, and your brand should inspire a lot of trust in them. As a brand, try to inspire your audience more, provoke them to engage, and evoke more positive emotions in them.
Hence the talk of transparency in marketing. Transparent marketing is the true face of the brand and the transparency of its operation. As it turns out, consumers identify and engage with a brand that shows them the human, genuine and sincere side.
Consider Southwest Airlines ‘ Transparency campaign as an example. In a short advertising spot, the brand communicates its philosophy. It focuses on low flight prices and, above all, on customer satisfaction. The company also demonstrated transparency through the spread of the hashtag “FeesDontFly,” making it clear to customers that they don’t pay extra when they choose Southwest, as is the case with many low-cost airlines. The campaign received over 5 million likes on Facebook.
Another example is the “Food As It Should Be” campaign of the Panera Bread bakery chain. The brand presents its food philosophy to customers. They do not add preservatives, leavening agents, and other ingredients harmful to health, and the meat comes from reliable suppliers who do not feed animals with antibiotics. The bakery founder tells about everything and informs the recipient what he thinks the food should be. Additionally, the so-called menu banner in which the customer will check what ingredients the meal consists of, how many calories it contains, and what nutritional values
GENERATION Z IS YOUR IMPORTANT TARGET GROUP
Currently, Generation Z is one of the most influential groups on the market, and it is this group that is worth targeting your marketing activities. It is made up of people born after 2000 who are just entering the labor market. What are the features of Generation Z?
- Hard work
Generation Z is similar to the Millennial generation in several respects. Most of all, they are interested in everything that makes everyday life easier. They cannot imagine functioning without phones, and Social Media plays a significant role in their lives. Unlike Millennials, Generation Z people are very private. Moreover, their attention is focused on traditional values
- Social equality
- Financial security
- Authenticity / Transparency
For this reason, when creating marketing strategies for brands, we should precisely define our target group, its character traits, values, etc. It is worth asking another question about Generation Z. Namely, what do they pay attention to when shopping? First of all, they manage their expenses more skillfully. They focus on quality and value. So they are conscious consumers and care about the health and the environment.
Generation Z wants to identify with a given brand. Therefore, it will look for companies whose philosophy and values
Reviews and opinions, especially those of their peers, will still play a huge role. When choosing a given product or service, consumers belonging to Generation Z will be guided by the opinion of people who have already tested a given item.
Suppose you sell bio cosmetics or organic food for which there is now a huge demand. You should pay attention to your website. It must be adapted to mobile devices because, according to research, we make more and more purchases via phones. In addition, your website must be fast, secure, and not stutter – otherwise, the potential customer will quickly leave it.
TRADITIONAL SCHEMES STOP WORKING
To sum up, 2019 is a year of dynamic changes in marketing. The needs of modern consumers should be closely monitored, and marketing activities should be consistently matched to them. When following the forecasted and already implemented marketing trends for 2019 by brands, there are a few things to keep in mind. First of all, today’s customer is a person more and more aware of their purchasing decisions. This is a person who, when choosing a brand, will want to identify with it. A contemporary consumer is also someone who yearns for traditional values, looks for authenticity, trust, peace, and cares about the goods’ quality.
For this reason, brands that will be more customer-friendly, with a strong philosophy and transparency in operation, will be very successful on the market. An ideal brand knows who its recipients are, their needs, and what problems they are struggling with. An ideal brand inspires its client, brings many benefits to his life, and provides him with positive emotions.
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