Posted on July 20, 2020 by Sitesh Kishore
In today’s digital world, potential customers are always looking for constant reliable and valuable information about your brand to keep themselves engaged, than the minutes of intrusive campaign which might attract them to you for a moment but slowly they are going to forget it after a while. Campaigns may seem to be profitable on a large scale for short term but marketing on a whole is absolutely going to bring the worth to your investment when you are committed to your promising audience on a long term.
Let’s deep dive into marketing, campaign, commitment and why is it more worth than a campaign which certain brands these days have misguided it by considering marketing solely as campaigns.
According to American Marketing association, Marketing is “the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large." In simple terms marketing is all about the action or business of promoting and selling products or services, including market research and advertising. When we talk about promoting and selling products or services or brand promotion most of brands have stick themselves to campaign. Now let’s understand what campaign is:
Marketing campaigns promote products through different types of media, such as television, radio, print, and online platforms. Campaigns are not solely reliant on advertising and can include demonstrations, video conferencing, and other interactive techniques.
For example: XYZ is your newly started brand and now you want to promote your product offerings, what instantly comes to your mind to achieve great number of potential customers in short term? It could be running an ad campaign on different social media platform with certain call to action. Well it seems amazing to see initial bombardment to customers and increasing sales. But have you ever thought, in a long term is this tactic the most reliable solution to retain customers? And is it really profitable?
Customers are always in search of engaging information for a long term to remember your brand. While campaigns only fulfill a short-term goal. And they do are intrusive while customers would always prefer a commitment of their needs being satisfied to the fullest than being interrupted by ads.
Then what exactly is a long-term marketing commitment to the audience if its not all about bombarding their stories with intrusive campaigns?
Well! How many of us holding a brand have an efficient team setup to follow up with the customer satisfaction, questionnaires’, reviews, continuous engagement with the customers by providing answers to them on different portal, or working upon customers loyalty?
Attracting a customer and making great sale on an initial go isn’t all about marketing but it’s a long-term rigorous effort to retain the customer by providing them reliable and valuable information about the brand on a constant basis. This is the commitment each of your customer is looking for.
What makes this commitment more challenging is, now a day’s when each brand is so exposed online, it’s difficult to make your brand stand above the noise and achieve success instantly. And in this fast pacing era each one of us want immediate results. There is where we stick to campaigns than commitment wherein, we can only expect result way after constant efforts. And this way of attitude itself is harmful for a brand as eventually it comes in the form of loss out of actual investment.
Well! Marketing is also about building a trust with the customers than just selling your service or product. This trust helps your brand grow. This is where commitment comes in the picture. Most of the customers do a research before buying any product. And if you have reliable long-term information which is trust worthy with a call to action, this is going to bring the hottest of sales to you.
For instance: let’s look at how Nike marketing involves a long-term commitment to the audience than just selling the product in the form of campaign.
Nike: “To bring inspiration and innovation to every athlete in the world.”
Nike promise doesn’t even mention Nike products, but instead tells the consumer how they think and what they aim to do on a much larger scale than sports clothing and equipment.
This is where audience realize that the brand is not trying to pitch them with just the product to make a sale rather it has a goal to satisfy them on a long run. This is what attracts and retain the audience to any brand.
Building relationship with the customers also plays a major role. This includes providing them with practical solutions. As a marketing person, your choice has to be simple, do you want to solve the problems of customer or interrupt their online experience with campaigns?
Content Marketing is of great importance to represent your brand in an efficient way in-front of audience. Creating a content which tells the brand story and providing the audience with the knowledgeable content with a constant flow provides a major impact on the audience to make them feel that they are enriched with quality.
Each of these requires an efficient marketing plan and constant marketing strategies for a long term to stay connected to audiences.
Never be overwhelmed by the immediate spike of sales or audience’s attention your brand gets by campaigns, instead a steady and constant effort over the commitment of audience is going to fetch strong brand value and long-term profit.
Remember! Brand with loyalty and quality is important. So is the reliable and valuable brand marketing.
In order to grow a brand including entire spectrum, marketing is required and for the marketing to be successful, long-term commitment towards the audiences is required. By the above factual examples and statements on a greater percent we can say that campaigning might be great for an instant glory of brand but commitment is the actual key towards success.
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