10 May 2010 53 Comments

Brand: what is your marketing strategy?

Author: yinkaolaito

Yinka Olaito is happy,excited and passionate Communications & Media specialist, Trainer and speaker. Yinka Olaito helps Profits and Non-profits with effective communication and positioning for premium service delivery and returns. Yinka Olaito also has special interest in Development Communication and has consulted for noted UN Agencies. Yinka Olaito is the CCO of Michael Sage Consulting(Communication/digital media), African Child Education Right Initiatives(NGO) and Content Director, Africa Development Talk( online Platform for discussion on Policy, Governance, development across Africa) and Africa Foundation for Young Media Professionals

Brand marketingBrand and social mediaTo say we live in changing times is an understatement. Each new day brings its own uniqueness. what used to be hot yesterday is no longer so. Marketing strategy of last century may no longer be tenable. What we have noticed is that some still want to stick to the old way of doing things.Today, marketing trends are going the way of conversation and engagement. The old four Ps are obsolete.It is now mandatory for marketer that will command respect to understand what it takes to play in the game of marketing today. 
 While it is possible to still apply old lessons in the four Ps, it will be unwise not to understand how to effectively engage in marketing processes and to understand what works for your brand.New created opportunities now surround a forward looking marketer who is determined to gain upper hand while others can still continue to wallow in traditional form of marketing that is no longer productive.while I can say that the velocity of these new trends is not picking up at the speed other marketing spaces around the world is, but i am of the opinion that it will soon pick up and move at a speed most marketers will not be able to catch up with. The early adopters will have gained from their experimentation, mistakes and occassional failures that will make them authority in the game.

So for any marketer who want to know the way out or where the ball is going, I think Chad levi’s advice could do. while Chad did concentrate on the effect of the followings on personal branding, I do think brand marketers can also learn from the following strategies.

Producers: a marketer that will apply this strategy must be ready to create, develop and supply contents in any formats that will work for his audience. These contents can be in form of text(blog), podcast, videoblog etc. the aim of producing these contents is basically to help audience get better understanding of his products. Even before the product is out a producers can co create a product with his audience. With this strategy, it is easier for the product or services in question to enjoy word of mouth marketing as soon as it comes to the marketing. The snag here is that this strategy requires hard work of finding out as well as giving out without measure relevant material that will enhance audience perception of the product ands services.  

Commentator: This strategy can also be used as another form of marketing of gaining eyeball, visibility and understanding. For a commentator strategy to work, marketer must be on the look out and monitor trends both online and offline and be ready to comment positively and meanigfully to discussions around his services or products.

Gatherer: This strategy works as the marketers decide to gather as much informed opinion around his services, products or trends that will allow the making of informed decisions about best practices and what we will.

Joiner: this marketing strategy today is assocaited with marketer who just want to join relevant community and possibly become part of it. many often remain inactive but being active positions individual than otherwise.

Observer: observer strategy may or may not work depend on how the strategist goes by it. Most observer’s strategy is to maintain a sit down and look for ages. When this becomes a permanent approach it does not produce much result.

Having said these what are your marketing strategies? Do you think the above will work today? Let me hear from you.

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