The six points on this particular article are really to stimulate thinking of how to build a solid marketing strategy. The 6 points made are:
1) Think about how you can leverage the current environment. Similar to Heineken with the politics, you can relate to many of your customers via an interesting current event.
2) Create a safe space where your customers can share their experiences. This really means that you have to build a strategy that fits the values of the company. Trying something outside the scope will likely fail.
3) Diversify your marketing efforts to multiple platforms. This seems like a no brainer to me.
4) Influencer content has become increasingly important to any digital campaign. Leveraging the followers of all the influencers will result in an even wider following. I personally still question whether influencers really create value/sales or just exposure with no capture rate.
5) Know your customer and reel them in by using content they can relate to.
6) Experiential marketing is part of the experience boom. Customers today just simply expect more. Uniqlo had customers take pictures of particular images to redeem rewards. This type of outreach will without a doubt be drivers in the future.
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