Reflections Diaries: Trends in the Innovative way of Marketing

What you say in advertising is more important than how you say it!

Fast-moving environments have presented significant challenges and opportunities to marketers and the organizations.
Being able to adapt to consumer behavior while maintaining a strong customer focus is essential for great marketing.
with all the companies doing the same thing, it takes something more to remain the most preferred choice for the consumers.
this calls for a new way of delivering value to the consumers: The Innovative way of Marketing
Let us have a look at some innovative ways in which we can make marketing more efficient by focusing on consumers’ internal influences.

This is a process that starts from consumer exposure and attention to marketing stimuli and ends with consumer interpretation.
The latest impetus has been the use of perceptual relativity.
It means allowing consumers to make their best decisions in the presence of a reference point with some useful information and biases.

For example: Brazilian coffee company Café Pelé teamed up with a local newspaper to show how quickly its fresh products arrive at the supermarket. The iconic newspaper is instantly recognizable, evoking a sense of familiarity in consumers while adding a good sense of humor.

The consumer behavior is largely a learned behavior.
an innovation in practice has been to present stimuli and a message in close proximity so that the consumers learn whether the two stimuli go or do not go together.

For example, Duval Guillaume Antwerp came up with a concept to create awareness for World Water Day.
More than 500 of these Green Belgium stickers were stuck in washbasins in cinemas, pubs, restaurants, public toilets, universities and stations in nine Belgian cities and in Mexico City.
The text on the sticker says (translated): you have drinkable water in 1 second, while he has to walk 20 kilometers for it (12.4 miles).
The campaign makes the viewers learn about the water-labor for children across the globe and then make a decision about their water consumption (a stimulus and a message combination)

Remembering an ad for Pepsodent might interfere with our memory of Colgate. This may reduce memory for brand claims made in specific advertisement or lead to brand claim confusion.
An innovation is to bring some amount of disruption (packaging, design product etc.) so as to associate your claim with something that stays in the mind of consumers.

For example, some toothpastes came up with an additional packaging that brings a better consumer familiarity or experience in addition to increasing consumer intention to purchase.

Motivation is the reason for consumer behavior.
Marketers have long used different ways to create need to drive consumer motivation to purchase.
an innovative trend has been to generate more trial ability in the normal walks of life in order to generate more of the affective appeal.

An example is demonstrated here that shows the Big Pilot's Watch attached to the hanging straps in buses, so anybody can easily try and feel the watch, just on the way to their office.

The personality of consumers guide and further direct their purchase behavior.
Traditionally marketers had focused their attention towards building brand personality to suit their customer base.
The latest trend in this regard had been to use this consumer base to do the brand marketing.

After fusing social media, marketing, ad space and customer base, the 'Apple's Shot with iPhone 7' campaign left everything in the hands of the product's patrons.

Marketing has taken a new form: crisp, clever and engaging.
Innovation does not only mean bringing something new but also that can offer more value to the consumers.
Organizations have become very particular about how to put their message in a new and a different way during the consumers’ decision making journey.
It is very common practice for successful marketer to wake up every morning and ask: What's the new today? How to get that new done?

Reflections Diaries