Did you know that 50% of marketing campaigns will fail to reach their target audience? That’s half of all marketing campaigns, which means it’s likely that even your brand has at some point poured time, energy, and money into a campaign only to see it fail. Not only is it damaging to your ego, but perhaps even more significantly to your bottom line. So, what’s a brand to do when half of their marketing efforts are bound to fail? We consulted the Founder/CEO of marketing services company KEXINO, Gee Ranasinha, to determine just that.
Today’s marketplace is more cluttered than ever and competition is fierce. American brands are often competing with international manufacturers who offer similar products and/or services at a fraction of the price. This means it’s more important than ever to utilize marketing to help your brand stand out from the pack. And while you can never predict with absolute certainty whether a campaign will succeed, aligning yourself with these top marketing practices can help.
Mean What You Say: Consumers appreciate follow-through. This means whether you have a 30-day warranty or 3’clock sales meeting you need to honor it. Sounds simple enough right? Apparently not. According to Ranasinha, many businesses “still don't get how important this is. Just by doing this one thing you'll put your business ahead of many of your competitors. It's such an easy thing to implement, yet so few businesses do it.”
If you want consumers to trust your brand you must mean what you say and back it up by actually doing what you say as well. Because at the end of the day it’s all about customer experience. How you treat your customers and how “you make the customer feel with each communication touchpoint they have with your business” is what will ultimately make or break your business.
Know Your Audience: Surprisingly, it’s not always about the lowest price. In many instances, knowing your audience and making them feel special is one of the best ways to gain a customer and promote brand loyalty.
While it may seem logical to target everyone in order to cast the biggest consumer net, it’s much more effective to target your approach and really get to know your customers. Ranasinha argues that despite the recent focus on “analytics, SEO, iBeacons, chatbots”, marketing at its core has remained the same. “It's about knowing your audience and understanding human behavior. It's about being able to empathize and 'read' people: understanding that all of us buy based upon our emotions; rationalizing the purchase later.”
Be Authentic: It’s likely that you’ve recently heard the term ‘authentic’ more times than you can count. It’s become the marketing buzzword of 2017 and for good reason. Consumers are increasingly demanding authentic content. They’ve outgrown advertisements blatantly pushing products on them. Instead, they want to see content that pulls them in, tells a story, and humanizes your brand. One of the best ways to do this is by utilizing influencers who have first-hand experience with your brand.
Ranasinha has witnessed the shift away from macro-influencers to micro-influencers and believes this is due to the fact that effective influencer marketing has to feel “more like customer advocacy than an advertorial piece.” And, let’s face it, you simply can’t make a Kardashian promotion feel authentic. Fortunately, when you partner with micro-influencers who have a loyal, like-minded following you get authenticity and the result “is no different to a testimonial”. It’s social proof and it still works. Partnering with authentic brand advocates allows your brand “to build attention, trust, and credibility.” Three things that are invaluable in today’s marketing landscape.
While the marketing sector has seen many shifts that Ranasinha has witnessed first-hand over the past twenty years, the basic premise remains intact. “It's still about appealing to basic human emotions.” The more you know about your customers, the easier it becomes to relate to them on an emotional level. What’s the best way to get to know your customers in the digital age? Their social presence — and Gatsby helps you capture just that.