It is a well-known fact that consumer is the king; however, he is that royalty who always desires more and never wishes to settle for less. New-age customers have an eye for customisation, and prefer products that are solely crafted to meet their needs. In the past, traditional marketing tools efficiently met their requirements, but fail to meet the modern-day changing behaviour. This transition has paved the way for responsive marketing, which speaks volumes about building processes and strategies that respond differently depending on the audience. It is increasingly acquiring the fore-ground within the digital space, primarily due to the outburst of social and mobile media channels.
Responsive marketing goes beyond pristine campaign-based initiatives, and focuses on consumption patterns, whilst employing a concentrated one-to-one experience. It advocates the idea of making engaging and target-centric content. As a very dynamic concept, it involves multiple facets under its umbrella. Here are various avenues one can explore through responsive marketing:
Marketers are seizing the stage by creating native-ads in a rooted storytelling format, whilst incorporating mixed media ingredients. Further, blog posts have noted the inclusion of info-graphic and animation elements, used to make the content more dynamic and interesting. The long-post format is becoming a thing of the past, and modern times have witnessed the introduction of landing pages with text divisions, video and audio clips, and multiple other interactive components that allow sharing and discovering more information.
Businesses are using advanced technology to gain information about customers’ demographics, geographic data, and life-cycle design, in order to produce relevant content. In-depth knowledge about one’s existing and potential buyers helps in creating meaningful experiences for them. Tailored content is appreciated by consumers, as they tend to relate to it, and at the same time, it enhances the content circulation.
Awareness generation has always been a key element in all marketing strategies. However, a deluge of information at once remains unacknowledged by customers. In order to avoid the same, enterprise owners have adopted a technique, wherein they provide detailed content in increments. Layering enables brands to tell stories by creating snippets of information in an easy-to-read format. The process also involves the delivery of additional details to interested audience members, desiring to know more about the subject.
There are numerous other ways in which responsive marketing can be put to revolutionising use. However, it’s of utmost importance to take into consideration, the benefits a company draws by adopting this modern-day tool. Here are a few advantages of the same:
Brand identity and earned media
Organisations that have adopted responsive methods for strategy creation, have witnessed an increase in their recognition, awareness and consumer sensitivity towards their brand name. Further, engaging content can be picked up by varied news sites, blogs, and social networks from all around the globe and can attain a large number of shares across myriad social media platforms. These endeavours help companies in earning the much needed media attention and drives home additional web-traffic.
Establishing new and present products
Responsive marketing has gained immense popularity when it comes to launching a new product or regenerating demand for an existing one. Marketers use big events to design advertisements for their product range. This allows them to drive the attention of a large audience base towards their offering. For instance, companies join hands with movies and place their product accordingly. By doing this, they leverage the publicity of the film and direct the attention towards their brand.
Enhances interaction and engagement
By incorporating the right angles of responsive marketing, one can generate increased interaction and engagement between the brand and its consumer base. Further, a well devised strategy holds the potential to boost the company’s sales. Additionally, an organisation with high-quality content manages to create a strong image and build goodwill across the industry.