We see each and every day as an unique opportunity for brands to interact with their audience, whether for a product introduction, a drive for sales or to build a relationship; this is what we call Marketing365. We developed a Marketing365 Program that helps brands create relevant touch points 365 days a year.
The need for adaptive marketing
The number of channels through which advertising messages can be pushed has grown exponentially over the past years. Especially in the digital field we see an extreme growth, were regular banners get as much (or rather: ‘as little’) attention as your typical run-of-the-mill television commercial.
Moreover, consumers today have technology on their side, as new innovations enable them to easily bypass advertising as a whole, for example via their ad-blockers or digital video recorders. In addition, consumers have a lot more media channels to choose from; overall we see that they are growing to be ever more selective in their media intake. No matter whether you consider yourself an innovator, early adopter or even a laggard, you’ve most likely found that you are increasingly using technology which is changing your daily life, especially when it comes to marketing/advertising. In short: the field of marketing is changing and will keep doing so in the future. So the question rises for any modern marketer: “How to get your marketing message across in this continuously changing landscape?”.
We believe that brands today should have one mission when it comes to marketing, which is: “To be advocated”. The simplicity of this statement is also its strength as it covers all perspectives relevant to marketing, such as employees, press, shareholders and of course the customers themselves. Each of these stakeholders should be stimulated to advocate the company, albeit by telling others about it or actively promoting it. Now the question rises; “How can I get consumers to advocate my brand?”, as established before traditional mass-media-push-campaigns are no longer the direct answer, because consumers are overwhelmed by all the advertising. So you’ll have to offer something extra as a brand to stimulate this behavior, and again the answer is fairly simple: ‘by being relevant’. However ‘being relevant’ can be difficult because consumers’ needs differ and their behaviour changes continuously. So you’ll agree that introducing a fixed marketing strategy for say the next 3-5 years is no longer the answer. Rather the answer is to create an adaptive marketing strategy, which can continuously be adapted to new insights, technologies and innovations.
Feeling overwhelmed by all the changes in the field of marketing? Please find comfort in the fact that we know you are not the only one; we’ve already inspired dozens of companies with MARKETING365 and helped them to adapt it via a rigorous approach. Contact us for a tailor-made workshop and let us help you to create an overall strategy for your brand to be relevant every day and be advocated by all of your stakeholders.
Marketing 365 is a proprietary concept of Media Republic.