How not to Fail in Marketing?

by Jeff Li

At the heart of marketing, there are only three things that matters.

  1. The Audience
  2. The Story
  3. The Context

The first key to a successful marketing is to define your audiences. It is about identifying your audiences and make your audiences feel they belong to somethings bigger than themselves. Social media and online communities provide firms the opportunity to precisely define their audiences. Today, no longer can say that my audiences are anyone from age 30 and above. Instead, they have to be specific about the characteristics of their audiences. The reason is that with the emerging of the social media platforms, people can define themselves into smaller and more niche categories. Therefore, companies have to identify these niche markets in order to penetrate their campaigns to their audience.

Every good company is fuelled with a good story. A good story is the ones that can connect the audiences with the company’s brand image. Stories are used to align the values of the company and the values of the customers. Before, you can tell a average story but spent billions of dollars on T.V and Radio channels so that people have to remember your story. Today, if you don’t have a good story, no matter how much money you spent to expose it, customers will not remember your story, and thus will not be able to connect with your brand.

You can have a well defined audiences, and a fabulous story but if the medium you use does not connect with your defined audiences then your marketing plan is bound to fail.

https://medium.com/coffee-time-1/how-not-to-fail-in-marketing-4e196968af7e#.8zzitbyo8