The explosion of digital platforms is causing many marketers to rethink how they engage with consumers. But sometimes in their hurry to embrace the digital world, companies often lose their way and forget the basic principles of good marketing and branding.
Of course, there is much more to a startups success than market, technology and design execution, including team dynamics, the competitive field, surrounding ecosystem and the intellectual property conditions.
However, just like any other marketing (digital or otherwise), success always boils down to relationships. Developing relationships with partner businesses... developing relationships with donors... and keeping those relationships going beyond the campaign.
Across the world, startups are emerging in a variety of industries -- from healthcare to education. Brands are constantly fighting for consumers' attention to download their cool apps or purchase eco-friendly cleaning supplies.
The best partnerships are organic, beginning when you meet someone who approaches business the same way you do, forming an instant connection. It's not always clear how those partnerships will pan out, but building the relationship is always beneficial.
What you say matters, but how you make people feel matters more. To quote the great Maya Angelou, "I've learned that people will forget what you said, people will forget what you did, but people will never forget how you made them feel."
One could see it as archaic. Maybe we no longer need trendspotters, when everything is changing all the time, and when everything else -- branding, marketing, behavior and lifestyle -- can adapt in real time. Trendspotting can be frustrating.
Maybe a day will come when "Where, Why and Who" will be one and marketers will be able to apply one solution to solve their problems. However, that doesn't exist yet and we must be creative problem solvers to figure out the best way to open the floodgates.
It is easy to understand that marketing to Millennials is now topping the to-do list for credit unions today. The tough question is not why credit unions need to be effective in marketing to Millennials, but rather, how?
As Daniel Pink once said, "There's a gap between what science knows and what business does." The study of psychology and its application for marketing to consumers has been brought about by the attempt to bridge this gap.
I was shocked when I first started my business that most people wanting a corporate video or commercial had no idea what story they actually wanted to tell. Video is simply one way to tell a story -- it's a medium.
Too many businesses lunge toward the latest app or social media stunt without considering their identity as a brand, and how their media strategy works. In the process, consumers end up confused and detached.
Almost every large company understands that it needs to deal with ever-increasing external threats by continually innovating. To ensure their survival and growth, corporations need to keep inventing new business models. This challenge requires new organizational structures and skills.
Sometimes authors receive bad reviews and become upset. It's a natural human reaction. Instead of crying to their dog, or eating chocolate ice cream with their vodka, they embark on an anti-hero's journey:
Anyone who measures his or her self-worth by the facade he or she fabricates on the Internet -- or by his or her material possessions and status symbols -- or by the Facebook and Instagram LIKEs he or she receives for posting selfies -- is a disaster looking for a place to happen.