Happy New Year, folks! For many, a new year is a time for new beginnings and a chance to start things off on the right foot. A “resolution” is a firm decision to do or not to do something. Last year, we shared a few marketing goals and resolutions to practice in 2021. In today’s discussion, we will outline some new marketing initiatives that every company should definitely do in 2022.
Teach First, Sell Later
The marketing playing field is changing as are the rules of the game. Consumers don’t want to be sold a bill of goods but rather they want a more personalized experience where they can have their needs met. Brands need to take a “teach, don’t sell” approach to marketing and effectively communicate their value to the consumer. This can be effectively achieved by becoming a resource for the customer as a provider of expert knowledge related to the goods and services provided. For example, an HVAC company could create a video about tips on changing home air filters and promote it though social media and YouTube. Avoid pitching a product or service and instead, show how it benefits a customer utilizing a compelling story.
Invest in CTV and Video Content
Digital video content is becoming much more relevant with increasing usage and viewership on multiple platforms including ad-based connected TV (CTV) streaming services such as Hulu, YouTube, and Paramount+ as well as on social media platforms like Facebook and Instagram. In addition, video and animated ads are replacing static image display ads that show on websites and smartphone apps as users are more likely to interact with eye-catching content. Brands should invest in the creation and placement of quality video content on CTV and social media. The videos should tell a story that is relatable to the intended audience. Advertising messages must shift to storytelling in order to gain and keep the attention of an already over-stimulated viewer population. Consumers are bombarded non-stop, all day with an assortment of messaging in our hyper-digital world. To win their attention, video content must be compelling, creative, and relatable. A great example is Progressive Insurance and their latest video campaign featuring “Dr. Rick” who consults adults in their 30s and 40s on how to not become like their parents in everyday life situations.
Use First-Party Data
We’ve discussed this topic in the past and must reiterate that brands MUST start to utilize first-party data collection to use in their digital ad targeting. Six months ago, Apple updated its operating system causing the targeting abilities of advertisers to decline. In the time since, the decrease in user insights has become largely apparent. Companies must learn to utilize their contact and customer lists for different marketing goals on digital ad platforms such as search engines and social media. Retargeting customers is a great way for brands to keep reaching an audience that they know has already purchased their product or service. Companies can utilize different messaging based on the goal of each campaign whether it’s driving sales of every-day goods or the purchase of a maintenance plan on a newly purchased HVAC system.
As a full-service marketing agency, Brand Ranch Media develops and manages diverse marketing strategies that can propel your business into solid year-over-year revenue growth. Our experienced marketing experts bring diverse skillsets and understand all components of successful marketing campaigns. There is always time to adjust your marketing goals and that’s where we come in! Call us at 713-309-6380 or contact us to discuss!