How to Understand Consumer-Centric Marketing
“Yes, the World Does Revolve Around Me! Thanks for asking.”
In a recent conversation with a seasoned art director and graphic designer, he stated that one of the biggest challenges throughout his career has been bringing clients to an understanding that visuals or advertising campaigns do not have to appeal to them or their internal team.
The client rarely reflects the target audience or the target demographic.
Effective marketing requires companies to put aside their personal preferences and delve into what resonates with their audience. Data analytics and audience segmentation for targeting can determine who to market to, but identifying the messages, tone, and content that will get their attention is equally as important.
The current marketplace is extremely consumer-centric. The average consumer is surrounded by evolving conveniences beyond the imagination of yesterday’s sci-fi movies. Younger consumers have grown up with the world at their fingertips — they learned how to tip it on its axis and shape trends from a young age. With a flitter of a finger on a handheld device, there is access to influencers, content, empowerment, and collaboration. Each of these channels fuels the burning-hot consumer-centric environment.
To get your marketing fire roaring, every campaign should integrate an appropriate measure of these elements:
Influencers are experts either by achievement or popularity (followers, likes, views, etc.). If you know it, review it, write about it, or promote it (and you have a following), you are an influencer. Some companies leverage relationships to get in the good graces with influencers. However, most influencers profit from their sphere of influence by charging a fee to mention or promote a brand.
Content is all about capturing the consumer’s attention with compelling visuals, testimonials, transformations, and creative elements. Whether visual or narrative, it is about storytelling. Our connection with other people, companies, and brands are created or made stronger with storytelling. Leveraging fresh content across various challenges to engage consumers can multiply your marketing efforts if done right.
The consumer-centric marketplace is empowering, by design. The tools that technology, particularly social media, offers are not unlike an efficient distribution network. If a brand is performing well, it will litter newsfeeds and stories across all channels. Multiply that effort times 20 if there is a misstep or mishap. Today’s consumer is empowered to elevate or eliminate a brand through shares, reviews, and advocacy.
To be the center of something, there must be connections with others—a linked network. Current consumer culture demands transparency and responsibility, but also finds connection and idea-sharing rewarding and, in some cases, critical. Consider the specialty groups and message boards for nearly any topic available online. It’s nice to know that there are answers for almost any question, but it’s critical to fact-check before posting or sharing it with others.
Influencers, content, empowerment, and collaboration are the fuel of consumer-centric marketing.
Harnessing the power and energy of today’s consumers is tricky and requires strategy and planning. However, the ultimate reward can be loyal, engaged, and mobilized brand ambassadors.