MARKETING 2.019
This year, marketing is being reimagined.
Things are no longer what they used to be and so the ability to be brave, be flexible and pivot at a moment’s notice are crucial to success in this ever-changing, digital era. Thinking clearly about where the attention is, is the only way to stay relevant. As they say, if you want to see change in your business this year, you’ve simply got to change something.
So, what are the world’s best marketing practices? What should you be doing to move your business forward? How can you “reimagine” your communications to stand out from the crowd?
Well, below I share my top six marketing tips for 2019 and beyond. Consider yourself informed, the future of marketing is now.
FOCUS ON VALUE
That means focus on what you can do for your customers and how you can make their lives better, more stylish, more delicious and ultimately, more fun.
Premium fashion, beauty and lifestyle brands exist to add something special to customer’s lives. People want newness and excitement, something to tell their friends about, so, give it to them! Don’t just ‘solve a problem’, surprise and delight your customers by creating experiences that lead to genuine relationships.
PARTNER WITH INFLUENCERS
Initiating smart partnerships with thought leaders in your industry is one of the best ways to increase your brand awareness.
In fact, awareness in 2019 is built through social media and this is an influencer’s playground.
Volume of content is critical and influencer marketing programs that generate on-brand assets add another source of value when the alliance is strategic and authentic.
TAP INTO ADVOCACY
As you improve your customer experience, people are more and more likely to recommend your brand to their family and friends.
This ‘word of mouth’ creates your reputation and builds a community of loyal customers who know, like and trust your brand.
Genuine, raving fans are one of the most value assets you will ever have because the marketing playing field only continues to change. It is shifting away from traditional “ads” and more and more into realms (like Influencer Marketing for example), that simulate the word of mouth scenario.
People trust each other so leverage the advocacy you receive from your happy customers by sharing reviews and testimonials and creating ‘user generated content’. After all, your happy customers are the original influencers.
CONNECT CONTENT WITH COMMERCE
The line between marketing and communications is blurring as the essential functions of both become more and more integrated.
PR is no longer just executional and marketing is no longer just strategic. Both need strategy and tactics to flourish. Creative thinking is essential to both as is a deep understanding of brand.
Create great content through your communication channels yes, but make sure that content is then connected directly back to driving sales. Share your content across every possible channel, utilise shoppable social posts and leverage all the benefits of digital advertising.
TELL A STORY
Your stories are your point of difference because they explain through relatable narrative the benefits of your products. They invite customers to be emotionally part of your brand through association and participation, seamlessly connecting fact and fantasy, needs and wants.
Through technology, you now have 24/7 access to your customers and can tell them a story every single time they take their mobile phone from their pocket or handbag. Make sure its authentic and you will create a lust, desire and aspiration for your products.
MAKE THE FIRST MOVE
There is and always has been an advantage to being first.
Yes the risk is greater, but generally, the reward is to. Being first instantly communicates innovation and people are more than ever open to new ways of consuming products; borrow rather than buy, made-to-order models and online click & collect.
There is no denying that disruption equals success in 2019. But that doesn’t have to be the disruption of the entire market, it could be self-disrupting your own business to be bold, make a change and experience the excitement that comes from doing something fun first.