The role of digital strategy has shifted over the years. The ability to partner strategy and creativity is critical for a successful campaign; You want to capture the consumers attention.
I used to work in an ad agency. It was brutal. The number of people trying to mimic their competitors strategy was sickening. I always thought — do something different! Sure, getting an idea of what your competitors are doing is great, but develop your own way to brand your business.
Consumers are addicted to three things.
One, negative perceptions of celebrities or everyday people. For some reason, people like to see other people failing at life.
Two, how to improve a person’s everyday well being. In majority of peoples minds, (and yes, mine too) there is always room for improvement.
Three, hate to say it, but sex sells, so the more provocative, the more appealing (and unappealing) it is to the consumer. It’s eye-catching, and no matter how hot, or overly sexy it is, it will always gain a response be it positive or negative.
It’s a messed up world in the land of advertising.
So, there’s two ways to brand your business;
Copy everyone else and shoot for quick success — make a few fast bucks and risk the chance of getting shut down because someone else either sued you for using their content or creative strategy, or you can create your own content and user experience, and gain long-lasting success. It’s going to take a while, so, be patient. For the devil’s advocate — no, it’s not always going to work.
A company known as CB Insights combined over 100 essays from start-up founders to try and pinpoint the number one reason why they failed.
42% of polled startups discovered that the lack of a market need for their product is the main reason why they failed.
But, again, maybe they went about marketing their product in the wrong way. Advertising today has the ability to target different genders, salaries, towns, whether or not someone like cars or bikes, chicken noodle soup or tomato and more. Honestly, the possibilities are endless. In my mind, this number should not be so high if you have an idea of your ideal customer.
It brings me to my next point. Two weeks ago, my bosses asked me to read Predictable Revenue, a book by Marylou Tyler, and Aaron Ross. I’ll admit, I probably haven’t picked up an actual book in a while, but they were both so passionate about what these people had to say and the mindset that they had scaling up a business the right way.
The main takeaway from this book so far has been finding my ideal customer profile.;Who should I be targeting when it comes to our products and why will they benefit from our services?
It’s something that I’m diving into everyday, studying analytics, customer engagement on our site, sending out A/B test emails to see if I can generate any response.
The main thing I’m learning is that trial and error exists more than I would like it to, and but, on the flip side, there’s the idea that hard work does pay off overtime. To say the least, I’m excited ( and a bit anxious) to see results, but like the great Warren Buffet said, “The rich invest in time, the poor invest in money.”
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