Twenty-first century marketing is complicated. Businesses today are struggling to manage their brands on communication channels that are constantly changing and connect with audiences whose information preferences and consumption behaviors are continually evolving.
It’s a challenge that requires a fundamental shift in marketing practices to meet the needs of audiences in the knowledge age – an age in which knowledge and ideas drive more economic growth than tangible resources. It demands a strategic approach to marketing that produces more engaging, authentic relationships with audiences, where consumers are actively involved in creating meaningful brand experiences. It requires a level of transparency and customer service unlike any required in the past.
So how can you begin to tackle the new marketing landscape? Start by addressing these four crucial areas of your brand:
Establish your authenticity. To have an authentic brand, you must clearly define who you are and deliver on your brand promise. When your customers’ perceptions and experiences don’t reflect your claims, your authenticity flounders. All of the messaging, the creative concepts, the strategies and tactics that make up your marketing plan must be transparent enough to let your true brand promise shine.
Develop your voice. Brands today are content creators and curators. It’s imperative that your brand has a clear voice of authority to be seen as an expert in your field. Start by offering unique and credible insights. Develop a plan, schedule and team to keep your content current and compelling. And shift the tone of your brand voice to fit the audiences with whom you’re speaking and the channels on which you’re communicating.
Know your communication channels. Communication is no longer a push-and-pull of information between a company and its audiences – it now requires total engagement and immersion. Become exposed to as many channels as possible, but focus your efforts on the few that will provide your brand and business situation with the most meaningful return on investment.
Foster brand communities. Establishing the relevancy of your brand is key, and demonstrating that relevancy to your audiences will help grow brand loyalty. Connect to the consumer communities that already exist, or provide the platform for your brand advocates to create brand communities for you using social media and other channels.
The concept of 21st-century marketing may seem daunting; however, it’s actually a time of unprecedented possibility and excitement. There are many avenues for success and endless opportunities for breakthroughs and innovation. It just requires a shift in strategic thinking and the confidence to move forward in order to realize meaningful, measurable results.
Email Paul to schedule a workshop that will help your business make the shift toward 21st-century thinking and marketing practices.
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