Throughout the history of marketing, we remain focused on customer wants, needs, and purchasing behaviors to develop sustainable marketing strategies. After entering into the digital world, the development of campaigns became robust while considered as an investment to establish long-term relationships to calculate customer lifetime value. The advancement of marketing efforts depended on pricing and advertising to produce sales, as the result of being in-tune with the customer. However, the expected results continue to be achieved by new product concepts to resolve a problem and supported from extensive marketing analysis to ensure demand.
Entering in today’s marketplace is nothing less than challenging, requiring a profound commitment to understanding your designated marketspace determined by creative initiatives that express innovation. Some things don’t change, including the need to solve a problem, and the features and benefits to stimulate interest that generates cash flow. What is changing? Marketing platforms provided by third-party initiatives to produce and present ephemeral content that varies from social media platforms. The methodology of rendering a brand story composed of a narrative that embraces the realities and feelings that creates the brand while inspiring an emotional reaction.
As we recently entered into a new marketing era, the theme advocates the nominalization of applied marketing campaigns, while focused on being “human” relevant to living in the same space as our target customer. Since entering the digital age in 1994, companies continue to deploy numerous digital marketing strategies to significantly change the playing field concerning visualization and techniques to drive brand recognition. Presently, the aim appropriately represents the “solution” (value) for our target customer, while currently adding “their environment” collectively with a compelling story that correlates between the customer needs and product advantage.
Although we continue to create brands through a collection of advertising impressions, today, we develop brands with an accumulation of human reactions, rendering a “personal story” that influences customer purchasing behavior. CEO’s are finding to grow will require strategic marketing practices to develop a brand story that embraces environmental-consumers. In a released article (June 2019) provided by Mckinsey, stated that “83 percent” of CEO’s are taking ownership of their growth plan driven by both capital and marketing strategies. The worldwide movement is to drive growth virtually by creating buy-in that defines a mutual relationship between customer/product and includes an in-depth perception of the customer experience corresponding to product development.
Much of the advertisement produced today is motivated by the mobile Web, granule data sets to establish analytical marketing strategies that necessitate a return-on-investment, and the building of crucial methodologies to advance customer engagement. Tom French, with emphasizes on marketing strategies, said it best, “bring the board into marketing” as this establishes a new sense of urgency concerning diversification of channels to interact with prospective customers while cultivating a customer/product connection to maintain engagement. The objective suggests enriching the offering during various points throughout the customer life cycle, creating a brand story from a dynamic and knowledgeable board. The results, according to Mr. French, “customer satisfaction has increased by 20%, market share in core services by nearly 10%, and profitability has increased correspondingly.”
The advancement of the new era begins with less engagement in sales promises, the suppression of curiosity when presented with “options” signifying a “want” in comparison to a brand narrative or story revealing the “need.” The objective of the story is to illustrate solving a problem in the environment that connects a consumer to the product, ultimately increasing product value. According to Rob Walker and Joshua Glenn (authors of “Significant Objects”), they describe the “effect of narratives on any given object’s subjective value that can be measured objectively.” In a recent study, the outcomes of forming a brand story increase product/service value by 20%, while increasing market share.
These types of outcomes require a vision that combines instinctive reasoning with innovative strategies to accommodate customer fulfillment, shifting of behaviors, and the intelligent perception of the marketplace. A compelling brand story formulates attention, reflection, consideration, and conversation when presenting a detail solution with a worthy example in a visual narrative, resonating in the elements/environment of where target customer lives, and the problem exists.
In consideration of current changes, the 4 P’s (product, price, place, and promotion) are becoming a secondary factor in comparisons to creating emotions that formulate a strong desire to learn more while influencing discussions and personal feelings that embrace the brand. The scenario presents the 4 Ps as a disadvantage relevant to considering customer behavior as passionate instead of passive, while unable to capture relationships that are defined by interactions that promote brand loyalty.
A couple of recent advertising examples would include the new bullet-resistant backpack from Guard Dog Security’s Proshield Scout. The marketing strategy produces a compelling story to generate problem awareness, customer reflection, consideration, and more importantly, a conversation that promotes customer-led storytelling platforms (social media networks) to share thoughts and increase engagement while building trust among peers. The interaction manifests an extensive outreach to generate various perspectives. For example, instead of one person telling their story, the company leverages multiple interactions to develop a compelling brand story that exemplifies the problem, solution and represents the environment where the customer lives to advance human interactions specifically.
Another commercial sets the stage to “be all you can,” presented by Nike. The brand story implies that people have challenges, disabilities, and have an opportunity to set their sights on being a worldly athlete. The message embodies courage, strength, and determination to achieve the dream (personal emotions), and “if the goal is not crazy enough,” then dream bigger to “believe in something even if it means sacrificing everything,” (exhibiting their slogan: Just do It). The brand story is about positive outcomes serviced by Nike’s retail products. The narrative introduces a customer/product partnership to reach success (providing a message: we can do this!), encouraged by believing in yourself (reflection) without being compared to others (personalized).
The advertisement states the problem of “be more than what you can,” and with the right mindset, collectively with and Nike gear, the consumer can reassure achieving those dreams (consideration: It is possible!). The success of the advertisement connects to the target audience through emotions, skills, talent while enabling the ability to reflect on doing something powerful to produce something to make something. The consideration to accomplish the dream includes the integrity of the partnership to substantiate the goal. The unraveling of the brand story provides consumers with a conversation (consumer-led marketing) that expands multiple markets while advancing penetration.
The marketing era suggests a distinctive strategy, defiant of misleading approaches, undervalued sale guarantees, and lack of partnership to assure consumer outcomes. The theme of normalization connects the product to the living space of the customer as a human element with a narrative that captives the audience revealing the problem, providing a solution, and supported by the message that illustrates the benefits/partnership.