We are still in shock 2020, a year that has arrived and yielded perfectly crafted insights into consumer behavior, trampled predictions and projections, and made us question ourselves and ask ourselves whether brands can and should influence social problems. 2021 will (once again) bring something different.
Will the deployment of the vaccine lead to regular reopening of businesses? Will there be a post-pandemic economic boom? Will another year of sweatpants lead to the rise of an underground sourdough trade? No one really knows.
That’s why businesses are turning to digital marketers and branding experts to create catch-all, “do-it-all” strategies.
So the question is how do you foresee the unpredictable?
We asked four digital marketing experts willing to speak at TNW’s upcoming Boost online event to find out.
Focus on the mission rather than the data
When the Danish-born food delivery app, Too Good to Go, debuted, they entered an increasingly crowded market with competitors such as Foodora, Deliveroo, and UberEats.
But, unlike regular delivery services, they didn’t just want to build a successful business, they wanted to create a movement. The startup’s mission was to end food waste by offering users surplus food from restaurants, bakeries, supermarkets and hotels at reduced prices.
Javier Amigo Miranda, the company’s chief marketing officer, explains that it was their focus on the mission rather than the data that helped set them apart from the crowd and achieve hyper-growth status:
Many companies face the same situation when developing digital strategies: “What should we do?” ‘I do not know. Let’s take a look at the data. ‘Data is therefore becoming the primary driver of marketing strategies, and instead of focusing on growing their business, many marketers focus on optimizing KPIs and data models.
Sooner or later this route of optimization will bring very limited gains and could strangle your growth potential. Meanwhile, a comprehensive digital strategy based on a strong mission and a powerful story literally has no limits. It just has better climbing potential.
Too Good to Go is now providing perfectly good surplus food to its 33 million users and it is not over yet. In 2020, it expanded to the US market and raised a $ 31.1 million investment round.
If you’re curious to learn more about how focusing on the mission rather than the data has helped Too Good To Go build loyalty and grow a loyal following, I recommend you join Amigo Miranda at Boost for a conference on “ Learning about hyper-growth and sustainable brands. ‘
Leverage engaged and loyal users
When strategy and design consultancy SYLVAIN started working with Spotify in 2018, things looked bleak for the beleaguered music streaming platform. Despite its widespread success, Apple’s own music platform had just surpassed the company’s number of premium U.S. subscribers.
So what do you do when you have a tech giant coming in close and breathing down your neck? Most would say it’s time to focus on capturing as many new users and audience segments as possible.
SYLVAIN’s Managing Director, Sherry (Sherzad) Rahmatian, disagrees. For her, the best bet is to focus on your most engaged and loyal users:
Power users and super fans often hold the secret sauce for a brand’s future growth. What we’re seeing is that smaller brands actually have an advantage in that they don’t have to dilute their marketing to the masses.
Instead, they can focus on decoding what exactly makes people obsessed with them and use it to continuously iterate a better and better experience. This will naturally filter out to a larger audience, without losing what made it special.
After conducting research on the differences between premium Spotify users and free Spotify users and users of competing platforms, SYLVAIN helped the company think about new updates, features and marketing strategies that their loyal users would like.
And that focus on loyal users is pretty clear from the new updates we saw from Spotify last year, from Premium duo, Group session, and more custom updates at its end of the year “wrapped” previews.
At the end of 2020, Spotify increased its premium subscriber count by 29%, bringing it to 124 million.
Join Rahmatian on the Re: Brand stage of Boost for a discussion on ‘Balance societal impact and business needs“.
Less is more on social networks
In 2020, we suddenly found ourselves in a situation where people were turning to social media even more (than they already were) for social interactions, information, entertainment and to use the extra time they had. were willing to buy new products and tools.
In fact, not only were users more active on social media, they were also expecting more from brands, turning to businesses and business leaders for their voice on social issues, from Black Lives. Putting down climate change.
With so many more opportunities to reach audiences, some companies cheered on their social media strategy, posting their thoughts on every trending topic that came their way. But Purna Virji, Senior Content Solutions Evangelist at Linkedin, warns that a divisive-to-conquer strategy can do more harm than help your brand.
In the quest to be where their audience is, too many marketers are focusing their efforts on being everywhere. As a result, what we tend to see is a lot of commodification – a lot of brands talk about the same things, in the same way.
Being present isn’t the same as being prominent in a way that allows you to stand out in the feed and keep thumbs from scrolling. To do this, my advice would be to invest time in researching the white space of your content i.e. finding that unique angle or approach that can cut the noise and help you stand out from the crowd. .
The key to gaining and then maintaining trust with your audience is to simply be authentic. Especially when you are working in the B2B space, speaking up just to be part of the conversation will only hurt your brand if your feedback does not provide value. No one wants to be that brand.
So how do you find your sweet spot on social media?
It’s usually easy to identify what topics you want to focus on, but it’s much harder to really find a white space opportunity that you could realistically own. Take the first step by looking at the volume of content posted on social media for each of your topics and the engagement they receive.
Your ideal point to break into the news feed would be topics that generate an unusually high volume of engagement, but don’t have as much volume published.
Get more nuggets of wisdom on social media at Virji’s “Shout or Hum ?: How to Make a Distinctive Social Media Brand”.
Don’t be afraid to experiment
In 2017, Cameron-James Wilson, a fashion photographer, decided to test his CGI skills with a free special effects program. His first creation, Shudu, a virtual model he posted on Instagram, was so realistic that she became a celebrity overnight.
When news broke that Shudu was, in fact, a digital model, she got appearances as a model for Balmain and Vogue Australia.
While designers were already interested in experimenting with virtual models, it was during the pandemic that Wilson’s agency The Diigitals really took off. But as he told TNW, that success wouldn’t have happened if he hadn’t taken the initiative to experiment with new technologies. As he explained:
In an age where so many physical barriers exist, embracing the virtual has never been more important. We live in an age where businesses are adapting or dying at an alarming rate, if you don’t consider how digital can impact every part of your industry, you may already be too late. “
The Diigitals now has a portfolio of seven models and has secured virtual catwalk appearances and digital photoshoots with designers like Louboutin and Ferragamo.
For more useful information to boost your digital marketing strategy in 2021, join these experts and more at TNW. To reinforce online event, coming April 15 at 2:00 p.m. CET.
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