book.chapter Three strategies for consumer awareness

Businesses have historically sought cost-efficient methods to promote their offerings. Three primary marketing strategies have been utilized: referrals and incentives, leveraging media opportunities, and active engagement on social media and other platforms. Effective marketing need not be expensive, with digital and traditional methods both playing a role. Primary brand recall Historically, companies would communicate with the market by essentially announcing, "we exist. Our products are excellent. Come buy them!" this was typically done through purchasing ad spaces in print or securing broadcast time, thereby broadcasting their messages far and wide. The hope was that a significant number of consumers would be captivated by these messages, compelling them to purchase the products. While there's nothing fundamentally flawed with advertising as a practice, it faces several challenges in the modern era. Firstly, advertising can be prohibitively expensive. Additionally, the media landscape is increasingly fragmented, making it difficult to reach target audiences as they now have an array of choices at their disposal. If you can't locate your audience, you can't market to them. Moreover, there's a growing skepticism among consumers regarding the claims made in advertisements, leading to a general distrust in advertising. Achieving top-of-mind awareness among consumers now requires companies to consistently send out their messages. However, in today's environment, consumers are overwhelmed with communications from every conceivable type of company, all vying for their attention and urging them to engage in various ways, such as friending, following, subscribing, reading, watching, and clicking. In an effort to stand out amidst this cacophony, some marketers resort to increasing the frequency of their messages or offering incentives for attention, which has led to a surge in tactics like facebook contests and giveaways. This approach, as noted by jay baer, is often the strategy of unimaginative marketers struggling to differentiate themselves in a crowded marketplace. Mental availability recognition As traditional advertising began to lose its effectiveness, companies eagerly adopted frame-of-mind marketing, aiming to engage potential customers when they are most likely to make purchases. This strategy initially leveraged platforms like the yellow pages, which emerged in the 1880s, followed by web browsers, notably with netscape's rise in the mid-1990s, and search engines, with google's prominence starting in 1999. While inbound marketing, which enhances a company's visibility to search engines and social media, seemed promising, it only reaches those actively seeking specific products or services, limiting its ability to expand market reach. Jay baer highlights the inherent limitation of search engines in expanding market reach, as they cater to users with specific intentions, rather than introducing new products or concepts. Seth godin points out that small businesses often settle for capturing existing demand rather than creating new demand, suggesting a focus on redefining the market on a smaller, more manageable scale could be more effective. However, the influence of search engines has waned, with forrester research noting a decline in consumers discovering websites through search results, from 83% in 2004 to 61% in 2011. This decline is attributed to the overwhelming amount of information available, which often confuses rather than aids consumers. Jay baer and tom webster argue that while search engines remain a part of the consumer journey, they are not the sole avenue, emphasizing the importance of understanding the entire consumer journey, which may include recommendations from social networks followed by a search for more information. This shift underscores the need for marketers to adapt to the changing landscape, recognizing that while frame-of-mind marketing remains relevant, it should be part of a broader strategy that considers the diverse ways consumers discover and interact with brands. Personal connection recognition In today's business landscape, the most effective strategy for success and excellence is to cultivate a relationship with prospective customers that mirrors friendship. By offering genuine value, akin to the support provided by real friends, businesses can earn the loyalty and advocacy of their customers. This approach transcends traditional marketing gimmicks like coupons, advocating for a concept known as youtility. Youtility emphasizes the importance of being genuinely helpful, offering practical assistance that enriches customers' lives beyond the immediate scope of the business's products or services. The digital age has blurred the lines between personal and commercial relationships, with companies now competing for attention in the same spaces we use to connect with friends and family. This shift demands a new marketing approach, one that prioritizes usefulness over flashiness. Instead of investing in fleeting attention-grabbers, businesses should aim to be consistently helpful, becoming a resource that customers are eager to recommend and keep within easy reach. However, adopting youtility is not without its challenges. Marketers may struggle with the concept of providing value without immediate returns, a departure from traditional marketing strategies. Additionally, operational hurdles, such as the integration of new technologies and the coordination between different departments, can complicate the implementation of youtility-focused initiatives. Despite these obstacles, several companies have successfully embraced youtility. For instance, phoenix children's hospital developed an app to help parents choose the right car seat, geek squad offers extensive free online tutorials on tech repairs, and hilton worldwide's @hiltonsuggests program provides travel tips on twitter without any promotional content. These examples demonstrate the potential of youtility to foster a deeper connection with customers, ultimately driving business success through genuine helpfulness.