Marketing is an integral part of running a successful business, but often the question remains as to how brands should go about it. In the world of marketing today, there are variety of techniques that are used, not only that, but they are constantly evolving.
With social media heavily dictating trends, many businesses attempt to hop on the bandwagon to align their brand perception with the current cultural moment.
Businesses have the potential to reap multiple benefits from this strategy, but for others it can be a PR disaster – take for example that infamous Pepsi Ad featuring Kendall Jenner. To market effectively using this strategy, there needs to be some serious dedication and attention to detail within your team. So, what exactly do you need to consider?
The correct skills and knowledge
It’s important that you have a team who equip the desired skills. This can range from soft skills such as being a forward thinker, a clear communicator, and a keen observer of new trends. On the practical and more technical side, you are likely to have employees who are strong writers, proficient in CMS, SEO, and CRM knowledge, and can interpret data. You may also have a team of creative skills in graphic design and are well acquainted with photoshop.
Asking the right questions
Once you are equipped with a strong team, you now must begin asking the right questions. The first thing you should consider is whether the strategy you are looking to adopt is right for your brand – does it fall in line with customer interests and uphold brand integrity? You may also want to test the water’s beforehand and see how a sampled audience react to the idea – if the strategy has nothing to do with your brand or doesn’t gauge well with the test group it’s likely to be a sign not to go ahead with it. Another aspect to be aware of is the culture and location of where you are advertising in – some internet memes may not resonate in places where they did not originate. Additionally, if you are advertising in a country which is non-native to yourself, conduct a bit of research to see what the current political climate is and how different forms of humour are perceived – otherwise you may run the risk of coming across ‘tone deaf’.
Funding
After conducting detailed research and meticulous to move forward with your business’ newest marketing move, you will unfortunately have to consider the money aspect. Will the gains of the strategy outweigh the cost, and do you have the funds to really push the boat out and stand out from the crowd? If you really have faith in your marketing idea but are struggling for funding, a secured business loan could set you on your way by giving you that little push towards success.
If done correctly, aligning your marketing trends with the newest trends can help propel your business to a wider audience and become positively perceived by consumers. Why not get started on your newest initiative today?
