Balance, Trust And Youth Engagement: Three Things Your Marketing Strategy Could Learn From The Election Campaigns.
As the nation counts down to what commentators are calling the closest fought general election in a generation, OTB takes a look at what you can learn from the election campaigns for your marketing strategy.
Although the link between politics and marketing may not be a conventional one, as Britain gears up for a final day of campaigning and a tense election day, here at OTB we thought it was impossible to ignore what has become the most dominant topic on the country’s lips this week. But we’re not here to talk politics; we’re here to talk marketing strategy. Believe it or not, international organisations and local SME’s alike can learn a number of key insights from observing this year’s election campaigns, from the importance of balance between digital and traditional media, engaging youth with a campaign and building trust among consumers.
Balance the Books
While politicians may be setting out their plans to balance the books, marketers should be thinking about how best to balance their marketing strategy. Balance is often the key to any successful marketing campaign, and getting it right can be tough. With more marketing platforms out there than ever before, and some industry experts claiming you should focus your energy on social media while others hail it as a distraction from more meaningful traditional marketing outlets, it can be difficult to know which way to turn.
Marketing Magazine has argued that digital could be the defining platform for establishing relationships in the election campaigns this week, and it’s true that digital can be a fantastic way to create an agile, fast-moving marketing strategy that allows you to speak directly to consumers and clients. If digital is done right, with targeted mail campaigns, attention-grabbing social media and meaningful online content, it can be a vital tool in any marketing campaign.
Yet digital isn’t everything, and it’s important to remember that a strong digital campaign isn’t enough to make up for gaps in other areas of your marketing campaign such as print, mail and face to face marketing. Here at OTB we believe in balance, and striking a healthy equilibrium between all elements of your marketing strategy is crucial to standing out in an often over-crowded and noisy market place.
A hot topic in interviews and question time sessions has been the importance of trust for voters at this crucial time, as politicians vie to win their support on election day. In much the same way as political parties, international organisations and local SMEs alike often need to put trust at the centre of their marketing campaigns and coordinate their strategies accordingly.
The importance of trust in a brand image cannot be understated, and in many ways it builds the foundations of the relationship between customers and company. In an article written at the end of 2014 outlining predictions for the coming year, The Guardian highlighted the theme of trust in terms of brand loyalty, customer experience and protecting data captured by companies. Talk of backing up promises, simple values and messages, and protecting the bond between brand and customers all dominated this analysis by the leading figures of the marketing world, and still remain as relevant as ever as the year reaches its half way point.
Young people matter
According to a recent report by independent thinktank Britishfuture.org and YouGov, around 3.3 million young people will have their first opportunity to vote in a British general election on Thursday. Yet according to the same statistics only 41% of these young people say they will definitely go out and vote, raising questions about youth engagement and the role of young people in influencing decisions.
The importance of young people is also an important lesson for marketing strategy designers to learn, as companies seek to future-proof their brand image and target new demographics for their products. According to CIM’s magazine themarketer.co.uk, Generation Y, or millennials as they are often known, are now one of the most important yet at the same time most difficult demographics to market to. From university students to young professionals, high-school age teenagers to newly-wed couples, millennials are a diverse group of young people who hold the majority of spending power, trend-setting influence and technology literacy in today’s marketing landscape.
By ignoring the importance of young people as consumers you could be committing a huge mistake in your marketing strategy. Taking the time to listen to the needs of these consumers, delivering products and services that are relevant and understanding their core values, it is possible to turn young people from the challenge of a marketing strategy into its key for success.
Come what may on May 7th, balance, trust and young people are here to stay as key insights to consider in your marketing strategy. Need some help getting it right? Contact us here at OTB today to see how we can help you create a winning interactive marketing campaign.