How Marketing Really Works!
99.9% of Consumers see your brand for the first time and ignore it! And probably the second, third and fourth times too…?
Why is this you may ask?
Answer: 99.9% of consumers don’t care about your brand! Or to quote the original lyrics from Jay-Z’s 99 Problems “I’ve got 99 problems but your brand ain’t one”!
So how does marketing really work then?
The simple answer to that, is three fold:
So the formula for marketing is:
Want to go deeper…?
Keep reading and I’ll explore how brands should think about these three areas and share a few tips and tricks on improving them.
Consumer Needs vs Wants: I could write a thesis on this, but for the sake of time I won’t. The key is understanding your target customer:
Key Tip: Use this picture of your target customer to draw conclusions for your marketing strategy and help define what your challenge is!?
Creating connections in the mind of the consumer is where we need to remember: 99.9% of consumers don’t care about your brand! So the underlying primary objective in your marketing should always be:
Key Tip: consider every marketing interaction as a value exchange, you’re getting their time, what are you giving them in exchange? Are you entertaining, are you educating, are you inspiring?
Who does this well?
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Staying Top of Mind
If you've got steps 1 & 2 nailed, it makes this step a little easier, but it doesn’t make it EASY… Especially when you consider the ‘fag packet’ maths about competing ad-exposures per day!?
Now we have to consider the economics of your business so you need to understand:
This data informs your marketing plan on multiple levels, financial and activity, it will also help you plan the resources you need to execute the plan.
If you’ve got steps 1 & 2 wrong… Say a little prayer, because staying top of mind is going to be, at best, expensive, at worst… Impossible!
Hopefully if you’ve got this far, the value exchange has been worthwhile! If it hasn’t and you have questions, feel free to message and ask for a refund ??
If you’d like help with your marketing feel free to message on LinkedIn or via the website .
The maths!
Platform exposure
So if a consumer spends:?
They could see up to 588 ads, 91.8% of that would be on Instagram!?
That’s without adding in OOH, radio, podcasts, newspapers, magazines and other social platforms… So you’re potentially seeing 1000+.?
Co-Founder & COO @CScreens Ltd
1 年Excellent piece and spot on Ryan Gardiner!
Analytics | Data Strategy | Adobe Experience Cloud | Marketing Technology | Big Data | Customer Data Platform
1 年This is why engaging your target audience is so important it all helps to build that relationship!