Brand loyalty is when a consumer consistently purchases products from a particular brand, strictly because of the brands name. For instance, iPhone users are usually loyal to Apple products but there could be a multiple reason why. It could be because of product price, quality, availability or a number of different things. Consumers are unpredictable, but it is our duty as marketers to understand why they are brand loyal. Harley Davidson consumers have brand loyalty. Back in the day Harley Davidson motorcycles weren’t the best, the overall quality of the bikes was horrible. Consumers still bought the motorcycle at full price and sent it to an auto shop for upgrades to make the bike run in pristine condition. That is the definition of a true brand loyal consumer.
Have you ever been in a meeting where you’re told certain acronyms that you have never heard of before? Or have you heard of the acronym, but it means something completely different? Sadly, it happens to the best of us. As marketing professional’s vocabulary knowledge is crucial to becoming a successful marketer. The most used acronyms by marketers are B2C, and B2B. B2C is a business to consumers type of selling process. On the other hand, B2B is a business to business type of selling process. There are some benefits to each process, but the overall view is the same. B2C processes usually evolves more consumers and a faster selling process. B2B is a selling process that usually has the least consumers, and a more complex selling process. For instance, Michael Kors, a well know luxury brand, sells a purse to a consumer, this would be B2C. The selling process is completed immediately. There is no contractual agreement between the consumer and the brand. Now, if Michael Kors sells its purses to Macy’s which then sells to their consumers that’s a B2B. This process usually involves legalities to ensure the brand is represented well to consumers, and the selling processes usually takes months to complete. As a marketer you have to know your marketing vocabulary in order to be proficient at your job and be able to effectively target your audience.
If you want to become a better marketer, you need to understand your target audience and how they complete their buying decision. Once we understand where our consumers are on their buyer’s journey, then we better advertise towards them. For instance, when we consumers are in the research phase on their journey they want to gather as much information as possible about their intended product. During this process as we advertise, marketers would want to display stats or other features that make the product stand out against our competitors. During this process, consumers are trying to conduct research to choose the better product. You as a marketer should have already chosen the correct ad to engage your audience during this process. By doing this it allows your consumers to push along down the marketing funnel towards a purchase.
Emotions are usually seen in the context of a romantic movie, were soulmates find each other and live happily ever after. Or in the context of rage and revenge we usually see a man on the rampage through our Europe trying to find his kidnapped daughter. We all see and view emotions through television, movies, and articles, but what about emotions towards a brand. Can consumers have an emotional connection towards a company or brand? Of course, they can, and as marketers this is where we use that emotional connect for good. When a consumer looks at a product or brand, they feel something, an emotion towards that brand. As marketers we need to make sure that the emotional attachment remains positive to ensure brand loyalty between the brand and its audience. Emotions are a great way to build value through advertisement and brand loyalty. With emotions, consumers create a mental attachment to the brand which increases the chances of them remembering the brand. This is the goal we want to achieve. The next time you think about emotions think past the thought of just movies and television.
Creating content should be catered to your target audience. As marketers we need to truly understand our audience so that we can provide the content they are most attracted to. For instance, if we are selling toys to younger children, the content displayed should be bright, fun, energetic, and optimistic. You should see other children playing with the toys and getting excited about the toys. By doing this, your content is specifically targeted towards children, which is your target audience. The children will then tell their parents to purchase the toys for them. Now, if you produce content that was more informative rather than fun and exciting, you would not have the same effect, and the company’s profits can potentially be reduced. The key to choosing the correct content for your target audience, is understanding what your target audience is attracted to.
Have you ever wondered why we have become addicted to social media? The fact that we need to constantly remain updated on events, pictures, and other people’s profiles. Why is that? For one, we have this fear of missing out. Since social media is always updating, we don’t want to miss out. We want to be kept in the loop and know what’s going on. This ranges from knowing the new trends, fashion outfits, music, and more. Secondly, being on social media fuels our addiction because of the psychology behind it. Anytime we click like, comment, or share a post, dopamine (the pleasure chemical) is released to give us a sense of joy. We feel the effects of this chemical every time were interacting with social media, that’s why we continue to do it, becomes an addiction. With the mixture of not wanting to feel left out and the psychological effects of using social media, this is why we love social media and can’t get away from it.
If you haven’t guessed by the title, yes, we are talking about the so ever loved Marketing Funnel. Marketers have used this funnel ideology for years now. It’s a way to fully understand how to push potential consumers towards purchasing your product. Just to better understand the process and idea, imagine about an ice cream cone separated into three sections; top, middle, and bottom. The top of the ice cream cone is the biggest part, this is where, as marketers we run campaigns to build brand awareness towards our target audience. We want to get as many people as we can with in this top section. Next, the middle section of the ice cream cone allows us to nurture these potential consumers. These are our leads, they clicked a link in our marketing campaign and now we have an email, abandon cart, telephone number etc in order to remarket towards them to increase the likelihood of a sale. During this section the consumer will also have questions about your product that would need to answer and provide the best guidance to encourage a sale. Lastly, we have the bottom of the ice cream cone, where we need to close the sale. There is the rubber meets the road and your audience becomes a product buyer. Throughout this process we want to make sure we are retargeting our audience to keep them engaged with our product or service. Once we lose that engagement it’s hard to get them back down the funnel, especially if this is a new brand. Constant engagement will transform into sales.
We look at social media platforms such as Facebook, Instagram, YouTube, etc as a gateway to targeting our audience directly. Traditional marketing methods usually allow marketing managers to send an advertisement towards its target audience without proper feedback or engagement. Social media marketing on the other hand is the use of social media to facilitate exchanges between consumers and organizations. With the introduction of Social Media marketers are now able to engage with the target audience and receive vital feedback on marketing campaigns and other social media post. Let’s take a look at the Popeyes Chicken Sandwich debacle. On August 12, Popeyes launched their biggest campaign utilizing social media engagements. With the caption of “A chicken sandwich that is better than Chick-fil-A.” This sole statement caused a viral epidemic which resulted in $25million in sales for Popeyes and over a million retweets, memes and other mentions. A great example of Social Media Marketing done right.
Thinking about Big Data sends me into a spiral of looking at so much information on consumers, to which I have no idea where to start. Big data is a list of information usually extracted from a company’s CRM system. Utilizing big data can give a company the information needed to properly analyze and even retarget consumers in order to build profit. The hardest part is trying to analyze the data. There are two ways to make sure your big data is analyzed correctly. One, understand your marketing objective, what question do you need answered? Knowing what questions need be answered will help you organized your data to find the answers. Two, eliminate incomplete information within your big data. For instance, if a consumer didn’t complete the company’s sign-up sheet in its entirety, missing fields such as the age, sex, or income, then you eliminate that data based on the marketing objective your trying to accomplish. If your objective was finding an average age of your consumers, then eliminating that consumers information, can provide more accurate results. Understanding big data can become overwhelming, but if you use these two techniques you too can become a big data expert.
One of the most common phobias in the world is glossophobia, the fear of public speaking. As a marketer, we need to break through that shell in order to properly present a brand strategy, marketing plan, or even a marketing idea. If you have a presentation and your extremely lost on how to properly present your material, well, you’re in luck. There are three tools that can help you. First, understand the material. By understanding the material, you can you become the subject matter expert. You’re able to answer key questions that clients have during the presentation as well, which can be considered as “brownie points”. Second, make sure you have back up material in case of technical difficulties. No matter how much you practice technology can be sometimes be unpredictable. I don’t know how many times I did a run through of my presentations the day before, and on the day of my presentation, the sound doesn’t work, the screen isn’t set as it should be, or the company’s projector is missing. When conducting a presentation have print out available as well. If you have technical issues the printout is a great way to continue the presentation seamlessly. Your client will also be able to follow along and write key questions on print outs. Lastly make sure you practice. By practicing your material you’re able to do the presentation with more fluidity. As you constantly recite the information you being to gain rhythm as you present, once you get into your groove your able to present more effectively without missing key details of your presentation. There are so many ways to present material but utilizing these three tools can take your presentation from a snooze fest, to something more memorable.