It is the end of the year and many are making their predictions on marketing trends for 2015. Yes, I am sure those trends like mobile, content marketing, and big data will make many lists. Heck, I think some prudent blogger will even say smart small data will be bigger than big data.
But I don’t think it should be about trends. I think it is about taking what you have learned about your target audience and putting that to work for your brand. If you want your business to thrive, you need to understand the people you serve. I am often quoted for saying “marketing is the psychology of business.” How do you get their attention? How do you gain their interest? How do you get them to buy your product over the competition’s? How do you make them enthusiastic and loyal to your brand? And most powerful, how do you turn them into your brand advocate such that they share the supreme value of your brand with their friends, family, and colleagues. A business psychologist knows how to motivate people.
So if you take this mentality and examine people’s shopping and purchasing behavior (both B2C and B2B) in the past year you will know what is important and imperative for your marketing strategy and execution. Understand the psychology of your audience. Understand how you appeal to their emotions. Taking this approach I have identified five marketing musts for the coming year.
1) Storytelling – disruptive advertisement is out. People do not want ads thrown in their face. They react negatively and many now ignore ads. 86% of people skip TV commercials. 44% of direct mail is never opened. 91% of people have unsubscribed from company emails they previously opted into. On the other hand, people love compelling stories. “Storytelling is a means for sharing and interpreting experiences. Stories are universal in that they can bridge cultural, linguistic, and age-related divides… Storytelling can be used as a method to teach … Learning is most effective when it takes place in social environments that provide authentic social cues about how knowledge is to be applied. Stories function as a tool to pass on knowledge in a social context.” (Source) One thing has not changed since the beginning of mankind … People like stories. People remember stories.
2) Holistic User Experience – Consider how your audience captures information. Who their influencers are? How they become aware of products and consider them for purchase. What path do they take on their journey to purchase and how do they remain loyal. What motivates them to become an advocate? Aim to get your target audience emotionally bound to your brand by having deep empathy for them. And then leverage that knowledge of empathy by delivering a user experience in every company-customer touch point that is truly appreciated and valued by the target audience. (By the way, if you want some excellent suggestions on integrating storytelling with your user design, checkout Adam Kleinberg’s article “Storytelling and User Experience Are on a Collision Course” in AdAge.
3) Personalization – people are rejecting brand communication because they are inundated with uninteresting and irrelevant correspondence being thrown at them. Companies need to use information sources to better understand their audience. Companies need to deliver meaningful engagement based upon social listening and profiles, purchase history and other CRM data. Individuals are much more likely to accept brand communication if it is relevant to them personally.
4) Community – A community is a social unit of any size that shares common values. Don’t be preoccupied with the number of community members. Rather, think of each community member as a potential brand advocate. Your brand should not only demonstrate that it shares common values with its audience, but also be the source for people to engage with other likeminded individuals. If the conversations between people with common values happen in the brand domain, the brand is further associated and valued to each member of the group. Learn more about the business value of community in the articles “Successful Social Marketing – Integrating Content and Community” and “Why Facebook May Not Be Your Brand’s Community.”
5) Advocates – Nothing is more influential then an objective person telling another about the greatness and value of a brand. The word of friends, family, and colleagues clearly trumps a company marketing their brand. So what if a brand focused on a finite relatively small group to engage with to get them to love their products and brand. What if the marketing strategy was to then unleash this group to rally support for the brand? I am not suggesting forgetting about the mass target audience. It is not an either-or brand-marketing proposition. Do both. But recognize the results you can drive with a set of advocates. Make advocacy one of your marketing pillars.
And there you have my marketing suggestions for the next year. It is not a list taken from assessing technology wizardry. Not a list based upon trends and hype. It is customer centric. Always going back and understanding the behavior and motivations of your audience will drive success.
Marketers need to evolve because their audience is smarter and has more control than in previous years. Marketers’ brand position and reputation is now partly defined by the democratic people. I believe that marketers now need to think of themselves as running a successful media company. That is, they always ask themselves, “How do I get the audience to consume my brand, my story, my video, my picture, my article? What will make them share it with their friends?” If you follow the five areas I outlined, you will get there with measured success.
Make It Happen,