In an age of changing consumer behavior, how should brands market to their consumers?
They start ‘marketing for people’ says Keith Weed, the Chief Marketing and Communications Officer at Unilever as he reveals the three marketing mantras for 2015:
1.Focus on the idea.
It’s no longer about the size of your budget, but the size f your idea.
•Technology does not touch hearts, ideas do. Use technology to compliment your ideas and tell engaging stories.
•At a time when most people have an attention span less than that of a gold fish, have a creative idea that you can share in 5 seconds.
•Getting your consumers attention is not enough. Get them to share your story.
2.Build Trust.
It’s no longer important to merely build trust between companies and their consumers. It’s time to build trust between the different players in the industry
•Get trust by building relationships.
•Don’t fragment the brand between the various marketing specialists. “The time of one agency has to come back in one form or the other.”
•Be honest in your measurement. “We should get what we are paying for. If not, then the digital advertising industry is going to start undermining itself.”
3.Transform.
Start marketing for people. Start focusing on social value instead of purely commercial gains.
•Have a higher purpose for your brand. Brands with a purpose do better than those that don’t.
•Start thinking what you can do for the world.
•Marketing and sustainability should no longer work in silos. They should be handled by the same person.
