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What is Authentic Marketing?

The Forbes article, “Marketing Is Supposed to Be ‘Authentic,’ But What Does That Actually Look Like?”, written by Elaine Pofeldt discusses how leveraging authenticity can be a strategic marketing strategy if done correctly. Understanding what authenticity actually means for a brand can be complicated. To gain more insight Pofeldt interviewed and included discussions in the article from, Stacey Brass-Russel a “host of the podcast Passionate & Prosperous and a business coach in New York City” and Matt Meyer, “owner of What’s Out There, a Union, N.J.-based business that provides schools with a supplemental educational program on astronomy.” As social consciousness has been elevated, consumers have become more intrigued by authentic marketing campaigns.

 Authentic marketing is about being genuine, transparent, and building trust with the audience - the opposite of overly polished, corporate marketing. It often features real customers, employees, or founders sharing their stories and experiences in their own words, making the brand more relatable. Brands can showcase their values, purpose, and social responsibility to build emotional connections with consumers. A key takeaway from the article is a quote from Brass- Russell, “Your niche starts with who you are, your expertise and what you have to offer, and the specific gifts, skills and tools that you bring to the work that you,”, “Then it's about who's going to want what you have to offer in the way that you offer it.” Naturally leaders and employees believe in their brand and the product/ service they are selling and they want every possible consumer to engage/ purchase their goods. But, instead of trying to over-appeal to a large target audience, honing in on the unique aspects a brand has to offer can come across as authentic and be very beneficial to the overall success of a business.

Being able to provide and connect with customers goes beyond thoughtful social media posts, lengthy FAQs on websites, and handouts. Taking the time to have a thoughtful conversation in person and take a phone or zoom call feeds the genuine connection consumers are craving. Showing up with the intention to serve others regardless of the monetrary outcome changes the energy within the conversation. Separating oneself from the outcomes also allows the space for employees and leaders to see consumers as real people instead of dollar signs or digital entities. Gaining a glimpse into the lives and challenges your customers are facing can provide indispensable perception of the real needs they have. Using this more accurate perspective of a given target market can shape and change marketing and messaging strategies. Consistently trying to innovate and evolve in ways that feel authentic to your purpose and the community you serve proves to be not only fulfilling but also rewarding.  

Authenticity requires vulnerability, brands should acknowledge mistakes and challenges, not just successes. The tone is more conversational and casual compared to traditional corporate language. Consistency across messaging, visuals, and customer interactions is key to reflecting the authentic brand identity. Measuring authentic marketing success involves metrics like engagement, brand sentiment, and customer loyalty, rather than just sales. The core idea is that authentic marketing is about building genuine relationships with customers, not just pushing promotional messages.

After reading the article and learning more about authentic marketing I would like to ask readers:

What are some examples of marketing and messaging strategies that have felt authentic to you?

Also, what is important to you when deciding to engage with a product/service from a specific brand?

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Taylor Swift is a Marketing Genius

In the article, “A Marketing Class by Taylor Swift”, author David Lopez-Lopez, explores the different marketing strategies Taylor Swift has implemented throughout her successful music career. Taylor Swift is a 34-year-old, 14-time Grammy winner, singer-songwriter, and iconic global sensation. The overarching theme is that Swift's marketing and branding strategies are centered around building genuine, long-lasting connections with her audience. This is a principle that can be applied across industries and disciplines. She combines a carefully curated public persona with authentic, transparent moments that make her feel accessible and relatable. This multi-faceted approach has been integral to her massive success and enduring popularity as a global superstar.

The first strategy that is integral to Taylor Swifts ongoing success is, building a strong, authentic brand Identity. This involves developing a consistent visual aesthetic, messaging, and persona that resonates with the target audience. Taylor Swift is known for her carefully curated brand image. Swift has cultivated a very specific visual aesthetic. Her signature retro-inspired style, use of pastel colors, and feminine imagery. Her brand messaging focuses on themes of romance, heartbreak, female empowerment, and her "America's Sweetheart" persona. She's consistent in projecting this cohesive brand identity across all her content and marketing. Aside from her personal branding she has engaged in key partnerships with other musical talents such as Ed Sheeran and also major corporations such as Target, Diet Coke, Apple, Keds, and AMC Theaters. Swift's consistent visual aesthetic, messaging, and persona create a highly recognizable brand that resonates with her target audience. This strong brand identity is crucial for standing out in a crowded market and building long-term brand equity.

The second strategy Swift incorporates is, leveraging social media. Swift is a master at using platforms like Instagram, TikTok, and Twitter to connect directly with her fanbase, share content, and create buzz.  She shares behind-the-scenes glimpses, candid moments, and interactive content that makes her feel accessible. Her social media presence feels personal and authentic, not just promotional. For example, on TikTok she engages with her fanbase directly under the hashtag, #SwiftTok. In this way Swift uses a omnichannel strategy from relating to her fans through her social media, digital platforms, and through her deep song-lyrics. She uses social platforms to tease new music, build anticipation, and engage her fanbase. This builds a sense of intimacy and connection, which is a powerful marketing tactic in the digital age. Brands can learn from Swift's ability to use social media to feel accessible and human, rather than just promotional.

The third strategy is creating unique, shareable content. From creative music videos to behind-the-scenes glimpses, Swift produces content that fans want to engage with and share. Swift's music videos are mini-cinematic events that fans love to dissect and share. She incorporates Easter eggs and hidden messages that encourage fan engagement and speculation. Her album packaging, merchandise, and overall visual aesthetic are highly distinctive and shareable. She's mastered the art of the "surprise drop" to keep fans on their toes. Swift is a master at building anticipation through teases, countdown clocks, and unexpected drops. Brands can employ similar tactics to keep their audience engaged and eager for new content or product releases. The element of surprise can be a powerful marketing tool to cut through the noise and generate buzz. Swift's music videos, album packaging, and other creative content are highly shareable and spark fan engagement and discussion. Brands should take note of the value of producing unique, memorable content that encourages organic sharing and word-of-mouth.

The fourth strategy is fostering a devoted fanbase. Through things like her "Swifties" fan club, Swift has cultivated an incredibly loyal and engaged group of supporters. She engages directly with fans, responds to their comments, and makes them feel like part of her inner circle.  The Swifties are organized and mobilized, helping to boost sales, streams, and chart performance. Swift rewards her fans' devotion with exclusive content, ticket presales, and other VIP experiences. The "Swifties" fanbase is a prime example of the power of building a devoted, mobilized community around a brand. The swifties are a strong global unit and through their support Swift has made global economic impacts in the cities she performs in. For example, Singapore bought 6 of her concerts in Southeast Asia, and “they expect to generate around $370 million from tourism, and have already experienced a 186% increase in flights during her first stay”.  At the heart of Swift's strategies is a focus on fostering genuine, long-lasting connections with her fan base. Brands should strive to do the same, moving beyond transactional relationships to build deeper emotional bonds with their customers. This can involve personalized experiences, community-building, and consistently delivering value. Furthermore, brands can learn from Swift's ability to make her fans feel like insiders and reward their loyalty. Cultivating this level of brand advocacy is a key marketing objective.

In terms of personal branding, developing a distinct persona has been pertinent to Swifts identity. Swift has crafted a very specific image and personality that she projects publicly, from her style to her "girl next door" persona who also happens to be a global superstar. She balances relatability and inspiration in how she presents herself. Her persona evolves with each album era, allowing her to explore different facets of her identity.

While curated, Swift's brand also feels authentic as she shares personal stories and experiences with fans. She's not afraid to address controversies and perceived slights, further enhancing her transparency. This creates a sense of intimacy and trust with her audience, making them feel like they truly know her. Swift's persona skillfully blends aspirational superstar qualities with relatable, down-to-earth elements. Brands should aim to create a similar balance, offering consumers something to aspire to while also making them feel understood and connected. This helps build emotional resonance and brand loyalty.

Versatility has been fundamental to her personal branding. Swift has demonstrated an ability to evolve her sound and visual aesthetic over the course of her career. She's seamlessly transitioned from a country music star to a pop icon without losing her core identity. Each album era has a distinct vibe, from the retro romance of "1989" to the edgier, alternative sound of "Folklore." This versatility keeps her fanbase engaged and shows her adaptability as an artist. Swift's ability to evolve her brand and sound while maintaining her core identity demonstrates the importance of adaptability. Brands must be willing to adapt to changing market conditions, consumer preferences, and cultural trends. However, this should be done in a way that feels authentic and aligned with the brand's fundamental purpose and values.

Furthermore, leveraging controversies has proved to be essential as Swift has faced pressures from the limelight. Swift has shown an ability to address and even capitalize on public controversies, further strengthening her brand. Swift has faced her fair share of public controversies, from feuds with Kanye West to her battles with her record label. Rather than shying away from these issues, she's often addressed them head-on, using them to further strengthen her brand. For example, her "Reputation" album and era leaned into her "snake" image, reclaiming the narrative. This resilience and willingness to fight back resonates with her fanbase and enhances her image as a strong, empowered woman. Swift's handling of public controversies shows how brands can turn potential crises into opportunities to strengthen their positioning. Addressing issues head-on, rather than shying away, can enhance authenticity and build trust with the audience.

By studying the multifaceted marketing and branding strategies that have fueled Taylor Swift's remarkable career, businesses and individuals can glean valuable insights to inform their own marketing efforts. Owning the narrative, showing vulnerability, and demonstrating resilience can ultimately strengthen brand reputation and trust. By carefully studying and applying the principles behind Taylor Swift's marketing and branding success, businesses and individuals can develop more impactful, authentic, and enduring strategies to connect with their target audiences. The key is to balance creativity, innovation, and emotional resonance - qualities that have been central to Swift's remarkable career trajectory.

Upon reading this article I would like to hear others perspectives on:

What marketing tactics she has used to make her “Swifties” feel like insiders?

Also, are you a Swiftie?

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Overrated Marketing Tips

The article "20 Overrated Marketing Tips (And What Businesses Should Do Instead)", published on April 4, 2024 was written by 20 Forbes Business Council Members. Each member shared marketing advice that they classified as overrated. The advice from these board members is credible and insightful. To be qualified for the business council members must be “respected owners, founders, and executive leaders of small and mid-sized businesses.” Forbes Additionally, the owners’ businesses “must generate at least $500,000 USD in annual revenue, or have received $500,000 USD in funding to date.” Forbes As a reader, the reflective advice from business owners/ leaders themselves offers a unique and pragmatic perspective.

When developing effective marketing strategies, marketing professionals are faced with an overwhelming amount of conflicting advice and approaches. Which makes strategic planning a difficult and comprehensive task. The foundation of a marketing strategy revolves around an organization having a deep understanding of their internal and external purposes. Being able to describe why your organization has value to customers, employees, socitey, and shareholders alike is the first step in formulating the strategy. Once the unique organizational purpose and customer value has been established, the nitty-gritty strategic planning process begins. The organization must understand where they can compete, how they should compete, and from there implement a supportive organizational structure. These next stages require analysis of data pertaining to consumers, markets and submarkets, competition, environmental forces, and trends. Furthermore, marketers and organizations must be equipped to make deliberate decisions that support their long-term and short-term goals.

 While evaluating the implementations and facets of strategic marketing planning, I am reminded of the infamous quote from World War II leader and U.S. President Dwight D. Eisenhower that states, “Plans are useless, but planning is indispensable.” Although this quote was written in 1950, the logic is applicable to the ever-changing landscape and wealth of knowledge/ advice that is available concerning strategic marketing planning. Marketing planning is an undeniably essential aspect of an organization’s success, but it is equally important to be adaptable in light of unexpected outcomes. When plans fail it can be disheartening to the organization, but it is also an opportunity to reconsider, rework, innovate, and ultimately become a more resilient organization with a more well-rounded perspective.

The advice given in this article proposes an opposite viewpoint and alternative approach to common marketing tactics. The first piece of overrated marketing tactics was the idea that companies should “Always Stay Positive”. As we evolve in the digital marketing space brand reputation is increasingly important, but it isn’t necessary to “always” be positive. Consumers want to feel connected to brands and crave a higher level of authenticity and transparency opposed to consistent positivity which can begin to feel ingenuine. According to Mintel’s, 2024 Global Consumer Trends report, “Consumers are affiliating themselves with brands that represent their values, but this is a double-edged sword; they are also abandoning (loudly) the brands that don’t align with their values.” Companies need to continuously strengthen their relationships with their customers by ensuring consistency through their products, social responsibility, dependability, integrity, and identity.

Another piece of advice that was given in this article that I found to be fascinating was number six, “Focus On Likes, Comments And Shares”. Robert Brill from Brill Media argues that finding ways to increase sales is more important than focusing on engagement metrics. Using engagement metrics provides great insight into how content is performing on digital platforms and how users are interacting with the brand, but they do not necessarily translate into sales or tangible business value. High engagement rates with digital content does not necessarily lead to conversions. Users may like and comment on posts with zero intention of making purchases. A challenge for marketers is to create well-defined pathways from engagement to purchase, guaranteeing that their marketing efforts are conversion focused.

After reading and reflecting over these 20 overrated marketing tips from Forbes professionals I would like to know:

What is a marketing tip that has proved to be overrated to you / your business? and which of these overrated marketing viewpoints do you agree with or disagree with?