How can emerging marketing concepts inspire your marketing strategy?

Customer co-creation is the best way to ensure that a product solves clients’ problems. It increases connectedness between the brand and the audience by saying we listen and hear you. Seeking feedback and input from customers makes them feel valued. It’s saying “we value your voice, you are part of our journey and our growth”.

Co-creation deepens consumer engagement and loyalty as participants feel a sense of ownership and contribution towards the final product or service. However, the flip side is it is easy to become over-reliant on customer input, leading to "design by committee," where products lose their edge and become diluted, catering to the average rather than innovating.

Customer co-creation is an excellent tool for customers not only to participate in a brand or company they already use/support but also to build loyalty as they feel actively listened to. Surveys, competitions, and product testing are great examples of interacting with customers while generating new ideas and market routes. However, provide clear guidance on how customers can contribute, especially online, as co-creation can be hijacked by trolls, as seen in the McDonald's "design your own burger" campaign.

It's also best practice to put yourself in the "shoes" of your customer's customer. What is important to them, what are their pain points, how can you make their job easier. Once you get these answers, your co-creation framework is much faster to obtain and value is evident when goals are aligned.

Customer co-creation is a powerful strategy that involves directly soliciting ideas from customers through social media contests or polls. This approach fosters engagement, generates content that resonates with their interests, and empowers customers to contribute to product development. Lego's Lego Ideas platform is a shining example of this, where users can submit and vote on new set designs. This not only showcases existing products but also surfaces ideas for future development, harnessing the creativity and enthusiasm of their customer base.

Experiential marketing? It's like throwing a party for your brand and inviting all your customers! 🎉 It's not just about selling a product; it's about creating a vibe that sticks with people long after the event. As a Senior Manager in Business Intelligence, I've seen firsthand how data can inform these immersive experiences to resonate with your audience. Remember, it's all about understanding your customer's journey and adding that special touch that makes your brand unforgettable. So, let's get creative and make some marketing magic happen! ✨ #ExperientialMarketing #BrandParty

Word of Mouth is still King. Give people something to talk about. Design your events aiming for a 10/10 Net Promoter Score. Add a WOW factor and (a) reason(s) to take pictures to turn your customers into megaphones digitally and in person.

Experiential marketing is one of the most important aspects when looking at emerging markets due to the immediacy of feedback and how the subtle nuances you pick up on the ground can influence how you adjust your above-the-line communication. If you are handling multi markets over a region its easy to fall into the trap of spray and play but the experiential piece allows you to see how you need to show up to drive a meaningful connection.

Experiential campaigns are crucial for leveraging your audience and their voices to spread your brand's message. Word-of-mouth recommendations from your own clients carry more weight than other campaigns. Furthermore, you can gather immediate customer feedback and reviews on the spot, rather than reaching out online through surveys or other social listening tools. Create memorable experiences worth sharing with friends

People remember experiences more than ads. So, instead of just telling them about your brand, let them experience it firsthand. Ditch the brochures and flyers. Create events or interactive online campaigns. Let customers directly engage with your brand. This could be a pop-up shop with live demonstrations or a virtual reality test drive. Give them something to talk about and share with others. It's all about creating memorable moments that stick.

I feel that in the B2C world content marketing is merging with influencer marketing and/or celebrity-led content. To be honest there's just way too much content for all of us to consume and so even if a piece of content is really educational, not enough eyeballs would go to it. It's different in the B2B world though, as evident on LinkedIn where so many thought leaders literally give out useful pearls of wisdom for free in exchange for followers. I find this a healthier value exchange compared to the super fragmented, super cut-throat B2C world.

Treat content marketing like cooking a gourmet meal. You need the right mix of ingredients - blogs, videos, podcasts - to satisfy diverse palates. But don't just serve the meal; set the table. Frame your content with a compelling narrative and strategically place it where your audience dines, be it social media or newsletters. Make it a feast they'll come back for, turning casual browsers into loyal customers.

𝗚𝗶𝘃𝗲 𝗮 𝗹𝗼𝘁 𝗼𝗳 𝘃𝗮𝗹𝘂𝗲 𝗮𝗻𝗱 𝗮𝘀𝗸 𝗳𝗼𝗿 𝗻𝗼𝘁𝗵𝗶𝗻𝗴 in return. In return, you will see 𝗺𝘂𝗰𝗵 𝗯𝗲𝘁𝘁𝗲𝗿 𝗿𝗲𝘀𝘂𝗹𝘁𝘀 than making an ask every few posts.

With any form of content be it blog posts, short informative videos, or podcasts—ask yourself this question: Would you read it? Would you find it engaging or interesting? Put yourself in your clients' shoes and understand what they would be looking for. For instance, we wrote a blog to attract more clients from the legal sector titled "SEO for Solicitors: A 2024 Guide" (ranked in the top 3 on Google). However, we focused on addressing the most commonly asked questions from that target sector to ensure they could relate to the content and find it engaging.

By consistently creating high-quality and informative content, brands can establish themselves as experts in their respective fields. One excellent example of an effective content marketing strategy is HubSpot, a marketing software company. HubSpot is well-known for the creation of engaging blog posts, ebooks, and webinars on inbound marketing and sales. By producing such content, HubSpot has positioned itself as a thought leader in the industry while also fostering trust and brand loyalty. This brand authority can be leveraged to inform various marketing initiatives such as social media marketing, advertising campaigns, and even product development, all inspired by the success of its content-driven approach.

We're witnessing a shift from influencer marketing solely based on high follower counts to content generated by everyday users that feels more relatable and authentic. While there's a case for polished, high-end influencer-produced content, there's a growing trend towards connecting with real people who make up your true community. Influencing your brand in their day-to-day lives is becoming increasingly valuable. It's all about authenticity and building genuine connections! #AuthenticInfluence #CommunityConnection

GoPro demonstrates the effectiveness of influencer marketing in revolutionizing marketing strategies. Targeting adventure seekers and action sports enthusiasts, GoPro partners with athletes, extreme sports personalities, and travel bloggers who use their cameras to capture thrilling experiences. By sponsoring events and encouraging user-generated content featuring breathtaking action videos, GoPro taps into the influence of these personalities to inspire their audience and highlight the real-world applications of their product. This experiential marketing strategy resonates with their target audience's active lifestyles, fostering excitement and engagement around the brand.

Influencer marketing is becoming increasingly popular among brands, and for good reason. Utilizing influencer marketing enables you to reach a much broader audience than your current scope, while also targeting specific demographics that follow or subscribe to the influencer. It's worth noting that with influencer marketing, their audiences trust what the influencer promotes, which translates into credibility for your brand.

It’s like hiring a local guide when you're new to a city. They know all the hotspots and shortcuts, and their endorsement instantly elevates your status. From increasing brand awareness to driving sales, a well-planned influencer partnership can open doors you didn't even know existed. Just make sure it's a win-win relationship, and don't forget to track your ROI.

Experiment with innovative formats and platforms to stay ahead. Use new trends and technologies within influencer marketing, such as interactive content or emerging social media platforms. Being an early adopter can set your brand apart and help you connect with audiences in novel and engaging ways.

Solving customer problems does not end with just offering up product/services for purchase. It's about understanding that companies are part of wider ecosystem called "community". Action (and inaction) on pressing issues of sustainability like poverty, malnutrition, social justice etc., can give companies a distinct & meaningful positioning with thier audience. Emerging markets have many social ills to act on; and this can give a company mass relevance & impact relatively quickly.

The socially responsible investment movement is a trend that is going to stay, and keeps growing. So this is no longer a nice-to-have approach, it’s a must-have marketing strategy to retain market shares. Just think of the market share loss from Nutella due to the palm oil health and environmental impact - which created a “clean” choco spread segment. New generations of consumers are more and more socially responsible invested. And with information now being available at the tip of your fingers, brands need to be transparent, have proof and data to back their corporate social responsibility efforts. It cannot be a smokescreen.

Social responsibility marketing has evolved from a nicety to a necessity in recent years. Sharing your brand's ethics and moral standpoint on social and ecological issues enables your audience to relate to your brand while fostering a sense of belonging. However, as seen many times before, claims towards social responsibility must be backed up with hard evidence rather than merely being used as a mask. Show your efforts to combat these issues so your audience understands your claims are genuine.

In social responsibility marketing, think of your brand as a community mentor. Choose a cause that aligns with your values, then educate and engage your audience on the issue. Measure impact like a progress report, showing not just what you've given, but how the community has benefited.

Consumers care about more than just the product. They care about companies that give back. Align your marketing efforts with a social cause your audience supports. Show them you care about more than just profits. Whether it's sustainability, community involvement, or ethical sourcing, make it part of your brand story. It's about making a positive impact beyond the bottom line.

Internal marketing, as an emerging marketing concept, provides a great opportunity to enrich the marketing strategy of those companies that realize that their employees are the best advocates of the company brand. Customers faster believe what employees have to say about the brand, than what the official marketing messages have to say. A brand's greatest advocates are its people.

Emerging marketing concepts can rejuvenate your marketing strategy, especially personalized marketing powered by AI. By utilizing artificial intelligence, brands can offer highly personalized experiences by analyzing customer data to anticipate preferences, suggest products, and provide targeted messaging in real-time. Spotify is a perfect example of this, as it uses AI to create tailored playlists for each user based on their listening history and preferences. This personalized experience not only keeps users engaged but also encourages continued usage, demonstrating the effectiveness of personalized marketing driven by AI technologies.

In the dynamic realm of digital marketing, the backbone of success also lies in robust marketing operations. Crafting and executing effective digital marketing strategies necessitate a well-structured platform, and in my expertise with Marketo, I've witnessed the transformative impact it can have. A proficient marketing operations platform streamlines processes, enhances collaboration, and provides actionable insights. It serves as the nerve center, efficiently managing campaigns, automating workflows, and optimizing the customer journey. As someone passionate about excelling in the field, I've found that a good platform facilitates strategic implementation and empowers marketers to adapt swiftly to industry shifts.

When developing a new marketing strategy, it's crucial to consider the evolving customer journey and preferences. Beyond the core concepts, exploring the integration of emerging technologies like AI and virtual reality is worth considering. Don't forget to consider the ethical implications of your marketing campaigns to maintain a positive brand reputation.

First and foremost, be clear about your goals. Experimenting just for the sake of experimenting is not going to be successful if it's not aligned with the key goals you're trying to achieve. Second, look outside your industry. Sometimes you're too close to it and the most innovative solutions are those completely different than what your industry has typically done. Third, always talk to your customers and test!