Responsible Marketing Efforts
Many companies understand the importance of marketing that’s centered around consumers, but these days, “responsible marketing” is becoming a lot more popular, and it’s also helping businesses fill the gaps wherever consumer-centric marketing efforts are failing. Simply put, responsible marketing efforts are any marketing efforts from companies with a conscience. That means the companies are ensuring that they’re not simply doing things for the sake of doing them or simply because everyone else is doing the same things. Those companies are going above and beyond to put their consumers first by thinking about the real impact that marketing efforts have on their customers, and about what those efforts say about a company and how it operates. Secure Personalization A best practice…
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Data Segmentation and SEO
It’s not always easy to find value in a lot of data, which is why one of the essential elements of successful SEO strategies is recognizing patterns. Although this can seem daunting, most issues regarding the amount of data that most companies have can easily be solved through data segmentation. Companies should shift their focus towards generating insights that are based on patterns they’re able to recognize, and then they should rely on those same patterns to implement beneficial SEO strategies. Companies can use two different data segmentation strategies: either segmentations post-crawl, or custom scraping. One of the best ways for companies to segment data is through traffic and crawl information, as both of those elements allow businesses to triangulate…
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Consumer Motivation
Motivation occurs when a need is aroused in a consumer that they have to satisfy. Quite a few factors can drive motivation, like perceived risks, personal relevance, need for safety, making a statement, conformism, prestige, and a consumer’s personal values. Nowadays, consumers will give up on brands that don’t support their values in favor of those that do. Brand switching is becoming more and more common along with the willingness to pay more. Motivation leads to involvement. Some consumers get very attached to brands and businesses. However, the degree of attachment to a product differs. Some consumers demonstrate unwavering loyalty to a brand compared to others. For instance, few brands have been as successful as Harley Davidson in generating customer…
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Multicultural Marketing
Organizations should not underestimate the fact that cultures and communities are constantly morphing. Brands must develop adaptive strengths to keep them attuned to their audience. Being adaptive is the kind of risky business that many companies avoid. A business should understand society and culture, not just consumers. Customers should not be defined strictly in terms of their consumption proclivities. Businesses should consider how culture and community fit into the experience of their audience. The background of customers influences how they consume content, products, and services. Multicultural marketing emphasizes understanding these influences. Multicultural marketing is a marketing strategy that recognizes the differences in culture and ethnicities of a target market. Given below are some tips to get multicultural marketing strategies right.…
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PR Crisis Lessons
The job of most public relations professionals is to analyze the way that corporate communications are going to make target audiences feel. That’s why it’s important to ask how each statement is going to be perceived by the public, the purpose of that statement, and the potential damage it can cause to a brand. These days, people are spending a lot more time on social media compared to the past, because they’ve had to stay in their homes due to the pandemic. Additionally, the increase of political involvement across a variety of spheres has generated a large number of digital activists that are ready to call out any potential mistake, which means the likelihood and the cost of a PR…
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Customer Experience in Branding
The world has come a long way since decades ago when McCarthy first created the four Ps of marketing: product, price, place, and promotion. In fact, he couldn’t have been able to predict the roles that both globalization and technology would have in the evolution of the marketing industry. These days, it’s the global marketplace that has the main influence on pricing strategies and product designs. The internet and globalization have managed to reduce the amount of large inventories and storage spaces. Companies have all turned into current manufacturing, and have moved the market coverage to a digital instead of physical space. However, the biggest shift in those four main marketing efforts from McCarthy has happened in terms of promotion.…
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Entertainment-Based Marketing Strategies on TikTok
In the last couple of years, TikTok, the rapidly growing short-form video app, has become one of the key platforms for companies to get the attention of their consumers. With over a billion active users, the platform and its unique algorithm that helps brands get discovered by consumers also helps companies connect with new audiences and engage with them. Although it might still be a fairly new platform, it has quickly turned into an essential tool for businesses to reach their audiences. Hashtag Involvement Once the pandemic started at the beginning of 2020, and brick-and-mortar shopping opportunities for apparel brands came to a halt, many brands decided to showcase their products in different ways that would capture the attention of…
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Big Data and Marketing
In simple terms, big data refers to complex and voluminous data sets. Big data is revolutionizing marketing and sales while also delivering results. It helps businesses by offering valuable insight into their customers and potential customers. It also helps businesses learn how to streamline their important workflow processes. When it comes to marketing, Big data is recognized as a staple resource for organizations. Marketing means using big data analytics to maximize its scope. Given below are the ways in which big data can be implemented in marketing strategies to get the maximum output from them. Build better Customer Relationships A wide array of data can be leveraged to foster stronger client relationships. It is important to make customers feel cared…
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Changing Personalization in Marketing
These days, digital consumers expect companies to create personalized shopping experiences for them without making them feel like those same companies are stalking their buyers for information. In fact, many consumers prefer making suggestions to businesses themselves, instead of letting certain brands learn too much about them. Additionally, with the changes in the use of cookies across the internet, companies are facing a difficult path forward, trying to toe the line between consumers’ privacy and their convenience. Buyer Persona One of the most common tools that many companies seem to neglect using these days is the buyer persona. Simply creating them from scratch takes a bit of time and effort. However, instead of using previously created buyer personas from other…
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Lush on Quitting Social Media Platforms
For years now, Lush has been one of the global brands that have been vocal about various political and social topics. From partnering with Allout back in 2015 for the #Gayisok campaign to combating animal cruelty and even donating profits from its sales to keep the internet open, safe, and free for everyone, Lush is no stranger to high-stakes marketing decisions. The British cosmetics brand’s latest decision was to join the Global Anti-Social Media Policy, where the company took a pledge to stop sharing content across four of the major social media platforms – Facebook, Instagram, Snapchat, and Tiktok. Instead of social media marketing campaigns, the brand is planning to launch a series of initiatives that include activities such as…
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