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Creativity with a plan

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When it comes to the digital environment, we are currently saturated with advertising. We see ads and sponsored content everywhere, much so that even social media platforms like Facebook faced the need to changed their algorithms to “declutter” our newsfeeds. This has become a big challenge from brands, trying to understand how to stand out from the crowd, and actually, reach their audiences with the right content. One of the biggest benefits from digital media is the ability to analyze data in real time, this makes not only understanding our audiences much easier, but it gives us the possibility to make adjustments in our campaigns to make them more effective.

This is where A/B testing comes to play. In simple terms A/B testing, also called split testing, let’s us test out variants of the same message. It could focus on colors, the different wording in a call to action, the placement of our logos or many more small changes that when tested end up being a decisive component in the performance of our communication.

Even if we as marketers believe we might know our audience perfectly, we truly can’t predict how will they react to certain content and how will the behave. That’s why when we are communicating with our potential buyers, testing is a great tool to our disposal to actually see real results and understand what message will work better and lead to better results.

Business Transformation. How the luxury goods industry is changing in the digital age.

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While the traditional concepts around luxury focus mainly on exclusivity, latest changes in the industry and the growth of e-commerce are generating a shift in the way consumers see luxury, where they no longer care for possessions as much as they value the experience. Luxury brands have already started to take advantage of the endless possibilities offered by the digital environment, and are trying to make sure that their brands and products are perceived as a total consumer experience.

This makes the concept of “worth of mouth” and the rise of social media influencers gain even more important when it comes to generating marketing strategies for the new generation of consumers. According to the Global Powers of Luxury Goods 2018 Report, published recently by Deloitte, Millennials and the Gen Z consumers are driving the growth of the luxury goods industry, shaping to be more than 40% of the market by 2025.

Unlike older generations, millennials and centennials are expecting to find their brands online, they want to interact on social media, they want to see the products “in action”, and when it comes to the purchasing decision, influencers play a major role. They have become a direct connection between a brand and the consumer, not only will they give reviews about a sponsored product, but they will portray the lifestyle and the life experiences that come with it.

All the big names in the industry are understanding and adapting to these changes, as the focus of their efforts has to move from objects to experiences, what makes their brands unique and how to connect emotionally with the consumers of the new generations.

Starting your marketing plan

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Developing a marketing strategy is not an easy task. Many business opportunities end up failing when we can not link our ideas with the organization’s goals and the resources we have available. That’s why developing a well-conceived marketing plan is key to our success.

Now more than ever, we have to our disposal many more tools and means to create successful marketing strategies that attract consumers, from traditional marketing to digital, we can reach our potential buyers in any platform available. But we don’t want to promote our brands with without a clear action plan, that will allow us to understand where we are as a business, our goals, and objectives, and where do we want to be.

For luxury good businesses, for example, one key strategy comes from the 4 P’s theory and focuses on the product itself. Giving that this industry doesn’t necessarily rely on high volume sales, brands want to have a differentiating factor, high-quality materials, lifestyle, status, etc. They must have a compelling value proposition that talks to their audience and sets them apart from the rest.

Did you see that video?

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Marketing and advertising are changing constantly, and with the overwhelming amount of digital content spread out all over the internet, consumers demand more quality content, and brands are becoming more aware of it. It’s not about creating content just to be out there, but connecting with audiences, speaking to them, getting their attention and above all, becoming viral.

Surely we’ve all seen hundreds of videos all across Facebook, Twitter or Instagram. Emotional, intriguing or just funny, those videos that catch the attention of the users will get shared. And this is what we want to accomplish with our campaigns, be seen, make an impact and get our audience to respond.

Video is becoming one of the preferred tools by marketers and brands everywhere. In just a few seconds you can tell a story and go beyond just selling your product or service, but actually connecting with your audience on a deeper emotional level.

Mobile Everywhere

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Smartphones have become the way user consume information today, and the faster we adapt our strategies and focused on creating a user experience for today’s consumer, the easier it will be to reach our goals.

Consumers will try to reach products and services from all types of devices and channels, and that is why concepts like multi-platform apps or omnichannel experiences are starting to get more attention. Companies are starting to understand that it’s not only about being mobile-friendly but that consumers will jump in between channels and devices and require the experience to be easy and fluid.

It’s easy to focus that quality content will be enough to satisfy the needs of consumers, but we tend to forget that the way users will consume the content can affect the success of our marketing efforts. We want to make our content easy to access and create designs that engage with users and gives them an enjoyable experience in any platform.

Are you a leader?

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We often see the word leadership in many resumes online, articles and self-help books everywhere. But as growing professionals, do we really understand what it takes to be a great marketing leader?  

The biggest challenge is knowing that leadership is not about you or being in power, it’s about the impact you generate on others. For this, clarity is key. We need to know who we are as leaders, what do we want to achieve.

Great leaders will have a growth mindset and look at every challenge as an opportunity to be better and inspire others around them to keep moving forward and generate a positive change.