Traditional marketing was about appealing to an audience with the creation of mass advertising techniques such as a newspaper ad or radio feature.
Today, marketing has changed dramatically, with most businesses adopting an approach that is tailored to their target market in a much more meaningful way.
What is meaningful marketing?
Meaningful marketing means that:
• The marketing is meaningful to the end customer
• The marketing is meaningful to the marketer
Meaningful to the end customer
Marketing that is meaningful to the end customer means that the marketing makes the customer’s life better in some way – perhaps in an educational way, a helpful way or an amusing way. Above all else, it is tailored to them and their needs.
In order for marketing to be meaningful to the end customer, it should be based on data and analytics, combined with an in-depth understanding of what drives the buyer to take action. We can determine how relevant the marketing is by the buyer’s behaviour. For example, all recommendations that show up on services such as Netflix or Amazon are determined by our past browsing/viewing activity. The same holds true for B2B marketing. When it comes to relevance, actions tell us what customers want, and whether or not the marketing we are delivering is applicable to them.
Marketing makes a meaningful difference to the customer as the customer feels connected to the interaction and therefore the brand. Some examples could include:
• Telling stories
• Seeking out long-term value
• Tapping into customers’ emotions
Meaningful to the marketer and the organisation
The next aspect of meaningful marketing is the results it drives for the marketers carrying out the marketing. Marketers work hard to make a difference to the organisation they are working for, and when they know that their hard work is recognised and making a difference, that’s meaningful. Meaningful to the marketer means they feel good about what they’ve done, and are aware of the positive impact their marketing is making not only on customers but on the organisation too.
How to create meaningful marketing strategies
Deliver insights to sales
One notable way that marketers can have a meaningful impact on their company is by delivering insights to the sales team. This helps the sales team to learn about who is ready to buy certain products, which directly contributes to the company’s success.
Orchestrate the right interactions across the entire account journey
When referring to data, marketing teams should segment accounts and orchestrate the right message based on account insights, rather than using fragmented account data, which makes it difficult to ensure the right, relevant interaction based on where each account is in its buying journey.
Track and measure impact
All marketers want to know the meaning behind their marketing efforts, especially where long-deal cycles are involved. Using analytics is the perfect way to track and measure the impact of your efforts, which helps you to improve results and make a meaningful impact.
In summary, meaningful marketing is:
• When it’s meaningful to the end customer
• When it’s meaningful to the marketer
It’s clear that the role of marketing is shifting towards a truly positive experience both for the customer and the marketer. If you’re able to deliver empathetic, understanding marketing, then you’ve truly made a difference.
8 Ways Media can help you to create meaningful marketing strategies that will drive notable, long-term results. To speak to one of our consultants, contact us today.
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