With the beginning of a new decade, 2020 is as good a time as any to take stock of marketing trends and see where the world is going.
But just as important as trends are the immutable and unchanging facts of marketing.
So, by all means, jump on whatever you think will change in the year – and decade – ahead. But before you do that, take some time to remind yourself of the marketing fundamentals you should never forget.
Your audience is king
The year ahead will likely bring lots of suggestions for different tactics you and your brand can try – new social media channels, new advertising techniques, new approaches to building your brand.
But here’s the thing: None of them will matter if they aren’t centred on connecting with your audience.
Why? Because your audience and their perception of you is what makes your brand. If you can’t find a way to matter to them, you aren’t going to matter at all.
You can implement all the latest tactics in the world. But if the decisions to implement them aren’t made with your audience in mind, then they’ll probably miss the mark.
Regardless of how tactics change, your audience should always be at the fore of your thinking when it comes to marketing strategy.
Your brand matters (whether you want it to or not)
“Branding” isn’t just for organizations that want to take a deliberate approach to their brand. Your organization’s brand matters – or should matter – to every organization, regardless of whether or not they “branding” is on their radar as a marketing priority.
Your brand exists in the hearts and minds of your audience, whether or not you want it to.
“A brand is a result – it’s a customer’s gut feeling about a product, a service or a company,” says Marty Neumeier, the Director of Transformation at Liquid Agency.
“It ends up in their heads, in their hearts. They take whatever raw materials you throw at them and they make something out of it, but they’re making it. They’re creating it.”
If you ignore your brand, that doesn’t mean it’s going away. It just means you’ll have less influence over how your audience perceives what it is.
A brand is a powerful tool. If you ignore it, you’re missing out on an opportunity to reach out and connect with your audience.
You will only be as strong as your ability to change
Change, whether you recognize it or not, is constant.
If you can’t adapt to change you won’t survive. If you can’t learn to love change, you won’t thrive.
It’s what keeps certain brands healthy, year after year – even as other brands fall by the wayside.
Recognize this and you’ll be successful in 2020 and beyond.
There is lots to get excited about with the new year – and new decade – ahead of us. So much that is shiny and new and full of potential – how could you not get swept up in what’s possible? But as you prepare for the year ahead, don’t forget about the fundamentals. They could be the reason for your success in 2020.