It sometimes feels like no one does any usual marketing any more, right? But it is still all around us when you look properly; posters still go up, flyers still come through the door and TV ad breaks roll on. Some of this is great for local business and some good for national businesses. When you think your market place is global? Things seem to go differently
Thinking Differently
Now when coming up with an idea quite often the entrepreneur is looking at a global audience. They grew up with social media so their default setting is, why can't it be global?
They are living in a business world that has Elon Musk:
My motivation for all my companies has been to be involved in something that I thought would have a significant impact on the world.” — Elon Musk
The role of social media in the growth plans of a company now seems almost beyond conventional marketing. The complex interplay of algorithms can outfox conventional approaches and it can be hard to wade through influencers, inducements to grow followers quickly and actually, what is the engagement vs. the number of followers all about?
Content Rules, OK?
One of our investments that is going for a global audience is WILD AI founded by Helene Guillaime Pabis. This app links data from wearable devices to algorithmns that influence coaching and training plans for women from athletes to gym trainers to getting off the couch, so immediately has global appeal.
Helene has not spent one pound of marketing on the app that now has 20k users! She built the following using Instagram and self generated PR. Amazing.
How has she managed this? The content streaming out from WILD into consumer-land is authentic. Each post is about either how the app can postively benefit you or quotes and case studies from actual app users about how they use the app and how it has benefited them.
There it is right there, authentic apprecation from real users, not endorsements from an influencer or a clever marketing slogan. By themselves, those things can work but not for long, consumers are savvy about working out what is real about the product or service and what is wishful thinking.
On the down side any slip ups or poor positioning, product disfunction or ropey service levels can spread like wild fire. Company's need to be honest in tacking these 'challenges' while in full view otherwise they risk losing trust completely.
Future Moves?
Conventional offers still work of course and these can be delivered via clearly marked advertisments on all channels and media; this will always be a part of it. Looking forward what does a company's 'marketing' department look like?
It is hard to say, it really is. As mentioned above conventional marketing has its place, after all Amazon advertise on TV and on posters in the London Underground. But the huge, fast moving piece that is 'Social Media' will writhe, squirm and squelch its way forward and it is likely only true digital natives will be able to ride that strange creature. Companies may look for different cohorts for, essentially, the same job. That will be interesting!
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