In global communication and marketing, you hear a bit about the importance, value, reliability of relationships, community, importance, empowerment, simplicity of engagement and purpose. An impressive list and all important words to keep in mind. But these are all words that are overuse to point out extraneous people. It's great to say that you need to be authentic and connected with your audience, but simply by using these phrases is not enough. The trick here is that you really need to connect, which means you need to give your marketing message a thought and view the message from the consumer's point of view. I recently read that brands to be effective, they need to deal with a variety of issues, including entertainment, information, utility, award and recognition. This is all important but without consideration and context, you will not go far.
Whether you start with PR, social media or marketing campaign, your goal is to connect with the audience and to do it effectively, you need to be creative. But more than you need to know your audience, understand your needs and talk to your target language. You have to deal with problems that nail them or hold them up in the evenings. That's why when you have marketed your advertising relationships, you want to know the market well enough to provide relevant content in the right context.
Generally, there is a great deal of mask between the one who runs market participants and consumers; each has different needs and goals. The market wants to land the consumer as a customer. The consumer wants to fill the need or solve the problem. Consumers don't care about you as a marketer unless you give them a compelling reason to do so. And the only way a market can do is to think like consumers. Here's where the disconnection comes in; the market generally works backwards. Their starting point is their product or service. They then try to fill points that will lead consumers to become customers. They should actually start from the customer's point of view and work from there to figure out what the customer needs, concerns, or desires for, as well as what he or she reads, looks at, and listens to. It is only then that a business owner or marketer can develop a succinct, successful message.
Without a message associated with your audience, it will not monitor any media you use. Your message runs your media. Don't be reliable. Don't try to deceive your audience into believing that what you sell is what they need. Yes, you want to emphasize the importance, value, reliability, connectivity, community, importance, enhancement, simplicity of engagement and purpose, but (and here's the kicker) you want to do it in an genuinely appropriate way.
Copyright © Anthony Mora 2012