NEW NORMAL TO NEXT NORMAL
Marketing Trends – 2021
Things gonna be al right , If love is around you, We have seen the devastating 2020 , So no further talk on damage has been done , I want start 2021 with an optimistic approach , positivity and wish everyone this year brings love , peace and wealth . So here are few Marketing Approaches i anticipate
Branded content
bRAND ACTIVISM
Where this be related to a cause or movement , Brand activism took the spot light in 2020 and set to continue in 2021 . Brands are signing petition , An Icecream brand of Australia created the movement against pollution free Australia for the generation to come and managed to involve the influx . TOMS is the ever green example A Project done by me During #Likho Kashmir in collaboration with team Sandpaper is the movement of breaking the silence on internet and involving every individual who cares show their contribution
"RETAIN HEART & WALLET OF CUSTOMERS IN 2021"
USER GENERATED CONTENT
Since the pandemic has changed preceptive , Consumer seeks authentic endorsement & product practicality more seriously. Brands has found the approach of Creating User experience as content has become a useful piece to bring relevance. UGC content smartly feeded to address user experience , customization and brand authenticity . 2021 we will see this trend getting more serious approaches in Pakistani Brands marketing mix
SOCIAL COMMERCE
Social Commerce refer to our social account shop front , shoppable post and many other eccomerce strategies where user dont have to switch the interfaces and defining the right meaning See now buy Now , This changes of staying in the same interface will grow further to a next level in 2021.
google core web vitals
Renovate, not just decorate.
Not to overlook some post pandemic Consumer Behavior in 2021
Loyalty Will Spike up
Pro n Cons of Marketing Automation
First Step to Personalization is Localization
"ways to embrace 2021 with digital strategies"
Instagram is the perfect platform to bring your brand’s story to life. Some of the most popular Insta-brands have become masters at visual storytelling and capturing the “perfect” shot.
These are the most engaging content types of images and videos fashion brands should include in their content mix:
Content strategies for 2021
1) Brand Mission .
2) Product Feature.
3) Life Style Content
4) UGC
5) BEHIND THE SCENE
Marketing Strategies During Pandemic
Your customer want to hear from you , Dont do a Blackout
get started with innovation
Offer Reasons to Purchase
YOUR CUSTOMER WANTS TO HEAR FROM YOU DONT DO THE BLACKOUT
your communication strategy needs an overhaul
Look for a long run
your content is the answer to all the customer questions
Collaborations can be a Smart idea
7 FASHION BRANDS STRATEGIES
The Strategies makes everyone talking about the brand
NIKE . H&M . TOMS . CONVERSE . UNDER ARMOUR . Victoria secret
The kiNG OF STORY TELLING
Case Study of Nike using Story telling and building campaign based on Polarized issue
Using colin kapernick (Athlete) a controversial NFL celebrity in the ad campaign “Believe in something , even it mean sacrificing everything” Kneeling down to the anthem spiked and spited the opinion , Triggers Emotional Marketing Nike did their homework before employing such a controversial individual. They discovered that the majority of their consumers were liberal millennials who would likely be on the same page as Colin Kaepernick.
This campaign created an strong emotional bound and higher Social media engagement , followed by 9% of sales growth.
Conscious targeting and Inclusive advertising
H&M Conscious : the fast fashion products made from recycled materials
From the Big Idea came from Stockholm Headquarter to Smartly done by regional marketing team , Is great examples of inclusive approach of advertising and smart ways to gain emotional association and connection with the audience
this gives a new preceptive sustainability, Winning respect , stayed fashionable
A brilliant case of creating social marketing strategy
If you can make the genuine effort to make the people life good , The brand awareness will react its peak
- A day without shoe (Followed by event where 250k plus people participated with a shoe , Also slacktivism of take a picture a day without shoes
- I did something for Someone (The campaign trigger buy a pair and a pair will be donated)
- In our backyard : The campaign with donating shoes in American for buying and donating
- Ticket to Give : the influencer giving away the tickets to its community
RENT A RUNWAY" Love , Wear and Return"
The concept of not buying the luxury good but renting it
Rent the Runway leverages on word-of-mouth by encouraging customers to share photos of their outfits.
it takes conviction to clarify what your brand is not
Mashable’s 2011 interview with Converse’s Chief Marketing Officer Geoff Cottrill is an incredible source of wisdom. Here are some of his best points: “Our philosophy in social media has been to bring our voice to the medium, which includes acting like a good party guest — we bring something to the table, and we listen more than we talk.”
“We think that the fans of any brand want to know about product and like offers too, but they also want to have an emotional connection -– we’re trying to be a good host for that connection.”
- “The bottom line is that in social media you have to “let go.” Forget about the old methods of one-way communication. Social media isn’t even a two-way conversation –- it’s more complicated than that.”
- “The key is to know yourself as a brand, be confident in your POV and act that way wherever you are.”
It takes conviction to clarify what your brand is not.
4 ways brand took the leap over addidas and gained second spot
4 approaches how they capture the heart of the millions
EQ - Emotional intelligence
Understanding Key points on EQ – MKP
When you change the way to at the things , The Things you look at change
In simple way ,EQ, refers to a person’s ability to understand and manage the emotions of themselves and others
how eq IMPACTS MARKETING STRATEGIES
In Researched done by C level (CEO , CFO ,CMO'S) the got hired because of their skills and IQ but later got fired due to lacks in emotional intelligence
DESIGN EMOTION
Brand Strategy for designers by MKP
Designers are not just the communicators , they are empathsizer who add value to the communication
Empathy in communication
- To make Empathy in communication: Designer need to adapt modern demographics , which triggers emotion 3 steps 1) Research 2) Immersion (like mentally involving in something) 3) De attachment , removing yourself from immersion and giving your perspective to it.
- Emotional & Rational : in this tag of war emotion win , so designer design for emotion and add rational as rational copy to give weight to it.
There are 4 things happen when someone sees your design
- Input : does it matter to me 2 . Context : who i am where or not i should care about it 3. Emotional response : how i feel about this 4 . Physical response: what should i do about this
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Visceral response ( an instant emotion , like happiness , humor etc), these are usually short term
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Behavioral : this type of response last long , like contentment (state of happiness)
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reflective : inspiration , create optimism
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Human emotions and culture system: Human emotions are mix of things like joy , sad , fear etc , but these emotions are drive from culture system ( which includes , upbringing , perception , geographic )
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Emotional roller coaster : every story has happy and sad nodes , as designer need to understand where to start your story
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how to know what audience feels : one is to ask them or others judge their behavior
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Design toolbox : layouts , colors , type etc
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concept vs art : there are 3 type of responses 1 ) visceral – instant 2) behavioral – what they feel about it 3) reflective is what changes within them after the see the design
WHY PEOPLE HATE BRANDS
Advance Consumer Behaviour by MKP
Driving consumer loyalty means thinking about everything from online to instore, with the perspective of a customer
5 stages of brands hate
- Cool hate : the most common factor , when your brand fails to connect with your audience and the disconnect leads to its has nothing for me seeks a switch.
- Simmering Hate: Comparatively a low hate but cause long term damage, its defines as when negative word of mouth triggers for your brand due to substandard performance
- The Burning Hate : Lemme put it this way The digital world is directly associate with #Metoo , amazon you see is filled fake reviewed to mark the ratings, this is how people react when they find something below or false of their promise and leads to take action against brand
- Boiling hate : On a lighter note boiling hate is the cousin of burning hate the only different is boiling hate is short term and leads to the brand boycott , brand custodian has to be smartly understand the TG which triggers in their favor
- Hot hate : 73% of the millennials preferred to buy a sustainable product and like to contribute further, so the hot hate is where people in reaction willing to pay more money to the alternate to show hate or protest against brand
So knowing your consumer is great but knowing how they behave is even better.
The process of buying to satisfy the needs and desire , There study can be experimental psychology (Micro reason) and anthropology (Macro reason)
- enthrology : its the part of anthropology research , where brand research consumer by observing the action on the brands
- neuro marketing : the process of marketing to understand how brand stimuli or react on seeing the brand
- Triple bottom line ,: Financial : Giving profit to the stack holder , Social : Giving advantages to the community 3: Environment : Creating health solutions for the consumers
Knowing Internal & External Influencers
Internal Influences on Consumer Behavior
- Sensory Marketing : Understanding the raw data based on body sense like touch , smell etc and understanding the consumer react to those
- Motivation: the sense of belonging or association with the product
- Impression Management: This like self esteem and self concept also drive behaviour
- Gender Identity and sex type: Product or attribute of brand targeting males or female also related to CB
- Brand Personality
- Lifestyle and value: Lifestyle told us who buys and Physographic told us why consumer buys
- Attitude: is based on 3 component 1- Affect : How consumer feels about the brand 2 – Behavior : How consumer will react with the brand 3: Cogination: How consumer preception which he or she believe to be true about the brand e,g, of subarue car ad Head heart and wallet . In most cases brand take opinion on brands aspect rather all together the attitude of brand
- Decision making: Understand the brand type or service either they are rational / emotional or impulsive buying and understand decision making and association with the brand
External Influences on Consumer Behavior
- B2B and Family decision making in group : Following are the roles , Initiator : The one who address the need 2 , Gate keeper : the one who keeps the information and float to the group 3 Influencer : The one who shared the preceived info add to decision making 4 , Buyer : who actually buy. 5 User who consume the product
- The purchase situation: Retail theater : Improve shopping experience by asthetic , technology “Go to Gemba”
- WOM : The most powerful tool , things to encourage WOM are Social media , influencer , ambassador, incentive plan
- Subculture and Culture : Sub culture are values and norms within the culture. Where the Culture are sets of Myths( A symbolic stories to differential good and evils) and Rituals
- The Fashion system: How ideas spreads : The diffusion on innovation theory
Digital shifts 2020
- By 2020 85% of the customer service will be done without human involvement
- The way people see themselves in the world is shifting which shaped out the way they interact with others and brands is also changing
- Omni culture identities: technology has exposed people with different perspectives now people seeks multicultural identity and they are comfortable, either its comes to gender roles, parenting responsibilities . However people are liking to keep their cultural identity yet like to merge into new perspective
- New negotiations : As technology grow, people expectations with the brand grow, with technology both people and brand will have the control over prices and advantages : Now on the one side people are seeking for better offers from the brands where they are also willing to pay Surge pricing for the convenience, they believe they are willing to pay extra if its worth the time . Like ride hailing in 28% american doesnt have any issue on peak factors, News trends like programmatic buying
- Next gen-work : Millennial will officially takeover the work force , by 2020 half of the world work force will be millennial , They want clear strategic vision and company where purpose ,objective and meaning fullness meets their expectations
- Beyond aging : Aging is getting obsolete now , people age bar has increase for being perceived as old people , that tech driven things are making people more up to day , healthy and smart living
- Shopping near or far : People do like to continue with the cultural commerce by on the other side they global minding is also increasing , ,65 M business in facebook has 35% people are from other countries
TRENDS TO KEEP AND EYE ON
- 5G : more fixed 5g connection will be offered with the change of New Normal living
- Chatsbots will become more efficient
- Data Process with AI ,: Data will be analyzed better current, By 2019 the current potential of data analysis is 1% which will goes up to 3 to 4 %
- VR will limit to gaming only
- IoT : Internet of things : connecting devices will more effective in data gathering, every button will mark the data
- Cloud based : environment will be more effective
- CEO to be digitally transformed
- Youtubes ads are taking over facebook ads
- Content cluster : like creating segmented pages for the people searching and link it with main page ideally for seo
- live chat and chat box will rules the new CRM modules
- voice searches : 20% of the searches has been done through voice searches