THE INEVITABLE HEAT DEATH OF TRADITIONAL ADVERTISING AND THE BIRTH OF SUSTAINABLE MARKETING.
Why is it that advertising isn’t as sexy as it used to be?
Is it because we have lost the sense of wonder and innocence that the ambiguity of the pre-internet age bestowed?
Or is it that the youth of our age is so devoid of patience that they can’t even read a sentence without a picture of gratuitous sex/violence/cheese to hold their attention?
Even if we did exaggerate that last bit, (sex doesn’t really sell as well as it used to) here are some troubling trivia rectangles that point to an inevitable conclusion to the industry as a whole…
So why is this happening?
Because Consumer Behavior has changed.
1 in 3 respondents
who research prices in-store leave to purchase their product from a competitor.
– Harris Interactive
88% of consumers
trust online reviews as much as personal recommendations.
In a 2015 worldwide survey, 63% of consumers
said that they purchased a product or service with a social or environmental benefit.
– Cone Communications
Consumers are increasingly becoming connected by their shared brand interest, with 2015 being predicted as The Year Of The “Brand Community”
For Millenials, brand preference ranks with religion and ethnicity as a top personal identifier online. 86% will share their brand preference online in order to express their individuality.
Corporations can no longer be faceless.
XBOX is the most responsive brand on Twitter, with their Elite Tweet Fleet, engaging their customers with product knowledge, technical solutions and engagement tactics.
This leads us to the inevitable conclusion, that advertising per se is not in jeopardy, but it must evolve to adapt to its new environment. The old ways of “top down” marketing are over and all forms of its tedious rhetoric are in decline.
So just who is the new hero of the age? Who needs to answer the call to action?
The answer might be quite surprising.
“I WANNA KNOW WHAT LOVE IS”
People don’t like buying things from robots, ghosts or disembodied voices.
Your expertise and personality adds credibility and sincerity to your business.
Which means that…
…Nobody can market your
product better than you!
In truth, companies already have all the resources they need to build compelling content that is relevant and significant to establishing their brand.
Product development teams, technical experts and sales personnel can all contribute to building a company’s digital content and allow their experience and personality build trust and loyalty for the company.
With a well-designed delivery strategy and content creation guidelines.
In 2012, Xerox created a targeted “Get Optimistic” campaign to connect with 30 top accounts and partnered with Forbes to create a magazine that offered relevant business tips.
Readership increased 300-400% over previous email campaigns, and 20,000 new contacts were created.
Over 1,000 new appointments were scheduled from this campaign, and Xerox garnered $1.3 Billion in pipeline revenue.
“YOU HAD ME AT HELLO”
Why people shout at the television when they watch Soap Operas
Engaging your users and customers through your content promotes trust and helps develop Brand Equity.
Cadbury’s experiments with its content saw it gain 40,000 new fans on its Facebook page and 350,000 people were actively involved in the campaign.
Brand Equity changes the situation from being a game of pursuit to a game of attraction.
Though not a new idea, the information age has drastically changed its significance and ease of implementation.
Social media is responsible for the profit earned by Red Bull in 2012, selling about 5.2 billion cans of its energy drinks.
so how does it work?
Our Sustainable Marketing programme creates a library of useable analytics, guidelines and information for content creation.
After performing an analysis on your target consumers, we provide you with an optimised calendar of content topics to create, a predictive system that tells you what is currently trending, and a dashboard on which you can manage all your content channels.