Three Marketing Strategies Worth to Look Over
The main goal of marketing strategies is to let customers know of the existence of your products and services.
You’ve heard the phrase all the time: marketing strategies. Marketers and businessmen poured their hearts and souls to design and perfect that single approach to accomplish their marketing goals. Be it to increase conversions, to drive traffic, or to generate revenue, the primary reason marketing strategy is employed by companies is to let customers be aware of the features, specifications and benefits of the companies’ products or services.
Effective marketing strategies help companies get ahead of their competitors. Interestingly, implementing different types of marketing strategies can make your brand stronger and your customers more likely to convert. There are plenty of marketing strategies out there and some work better in achieving specific goals. Here are three of our favorites that you could apply (or reapply) in your marketing campaign now!
Guerrilla marketing
Unlike the meaning of “guerrilla”, this strategy is an extension of inbound marketing and by no means, connected to warfare. Instead, the unconventional strategy focuses on low-cost tactics to raise brand awareness among large audiences, without being invasive.
Unsurprisingly, guerrilla marketing techniques rely heavily on creativity and the element of surprise. The goal is to make a lasting impression by catching people unexpectedly, which will cause social media birds to discuss about it on various social media channels. One of the best things about this tactic is its ability to present a relatable and memorable content. Another merit, which marketers really enjoy, is its cost-friendly nature, which makes it an ideal choice for small businesses with limited budget. After all, the focal point to the success of guerrilla marketing is creativity and smart implementation. According to Michael Brenner, guerrilla marketing is all about investment in time, but the catch here is, instead of re-purposing their current content, guerrilla marketing challenges marketers to re-purpose the audience’s current environment.
Burger King is one of the brands that “accidentally” managed to create Instagram buzz in one of its posts, which allegedly caused public break-up between two users. While it’s unclear if Burger King staged the whole drama or not, but we believe this entire episode at least managed to draw public’s attention to the brand’s social media presence. Consequently, this also proves guerrilla marketing can be applied beyond billboards or posters and into digital platforms. Brands can come up with creative comment to invoke viral discussion.
Geomarketing
Imagine yourself somewhere in the streets of Taiwan and you’re wondering where to eat. Being an avid internet user as you are, the first thing you do is open the Google map app on your mobile phone and type in “restaurant around me”. Chances are you’ll only check restaurants which are listed at the top results and close to you. With the rising popularity of mobile devices, it’s only natural for companies to start thinking about how to strategically position their brands based on their audience’s locations.
Statista reported that there are around 2.3 billion smartphone users globally. Among those, 63% of smartphone owners regularly use apps that require location data. Geomarketing strategy integrates geographical data to deliver marketing messages related to their target audience’s locations. One of the geomarketing techniques that we frequently see is social check-ins. With this tactic, brands can improve their local search positioning and engage their audience with high quality and relevant content that is hyper-targeted to where they are now.
Luxury department store Barneys released a mobile app that allows the brand to access their users’ location data and use it to determine their proximity from one of their retail locations. The app also delivers targeted notifications and recommendations to customers currently shopping in their stores based on their purchasing history. Additionally, it also provides recommendations for restaurants nearby and other attractions around its retail stores. Barneys’ geomarketing strategy successfully puts customers at the center and acts more of a local guide instead of intrusive ad.
Conversational marketing
How many hours a day do you spend on conversation? Either via texts, emails, or chatting IRL, conversation is arguably the oldest communication form known to mankind. Now we have conversational marketing. Like what its name implies, conversational marketing is a marketing strategy that gives customers the personalized value they are looking for through the power of real-time conversations. Specifically, the tactic focuses on building relationships and creating an authentic experience with customers. The key here is to use targeted messages and intelligent chatbots to engage with the audience.
Conversational marketing is designed around the needs of the customers. In other words, the goal should always revolves around enhancing user’s experience. Obviously, it’s impossible to have operators monitoring brand chats for 24/7, that’s why to cater to that, adding automation with chatbots is crucial to keep up with a volume of conversations. After all, customers expect to be able to connect with businesses whenever they need to.
Ride-sharing app, Lyft, uses conversational marketing to provide easiness for users to order a ride. The company has customer service chatbots on multiple channels including Facebook Messenger, Slack, even Amazon Echo. When a user requests a ride through the app, a chatbot will send them a notification on the channel of their choice of the current status of the ride, including the license plate of the driver and what kind of car they are driving. To separate it from a generic, robotic message, they add simple conversational elements, such as calling the customers with their first names, to enhance the customer’s experience.
Bottom Line
Most businesses are facing the same conundrum: what is the best strategies to apply for my business? Different marketing strategies obviously work better in achieving different marketing goals, but all of them have great synergy when applied simultaneously.
The important thing first is to figure out the “value” of the brand and the best way to build an authentic relationship with the consumers. It’s then up to companies to decide which strategies to implement and which one works best for them.
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