The Future of Marketing - Purpose Marketing

BRANDS ARE EXPLORING THE POSSIBILITY OF MAKING MONEY WITHOUT TRYING TO MAKE MONEY. READ THIS ARTICLE FOR CLARITY.

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Brands are no longer seeking to just sell products; they also want to impact culture and frame perceptions. It has now become unavoidably obvious that consumers are no longer just buying products, they buy an experience, they buy a personality, they buy a brand.

Take a look at yourself, the phone you have in your hand, the designer shoe or shirt you are currently wearing didn’t jump into your possession just because it’s beautiful, or durable, or matches your body, or some other stuff consumers naturally look out for while making a purchase. It is largely in your possession because of the perception attached to it, because of the way it makes you feel.

This reason has caused brands to not only develop their products but invest in enhancing their own personality. For example, you don’t just buy a Patek Phillipe you own one. If for any reason you do not understand this paragraph, kindly read through all over again, by the third time I’m certain you’ll get it.

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Truth is, brands don’t want to just sell to you, they want to be a part of your everyday life. There’s a plan, there’s a purpose, and that’s the future of marketing – Purpose Marketing.

 Meaningful marketing or Purpose marketing revolves around a company's greater purpose beyond just selling their products and services. In a recent publication by Accenture it is stated that “customers aren’t just making decisions based on the stalwarts of product selection or price. They’re now assessing what a brand says. What it does. What it stands for.” They aren’t chasing quantity but quality. They are seeking authenticity and relevance. They want to feel as though they are a part of something bigger. They are driven to connect, to grow, to make a difference. They are buying on belief.

Talent management is Beyond HR

EMPHASIS ARE BEING LAID ON HOW PEOPLE TREAT OTHER PEOPLE ESPECIALLY WITHIN THE WORKPLACE AND THIS COULD TRANSLATE INTO A MAKE OR BREAK SCENARIO.

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Truth is, no one wants to be treated poorly and everyone wants some form of guarantee and security. When you begin to treat people without any level of respect or utter disrespect they tend to leave you. Employers need to understand that the motivating factor for one to come work with you isn’t always money but whatever the case may be, they are giving of themselves (knowledge and expertise) to deliver value to your organization. This therefore means that both employee and employer are working with hands intertwined to achieve each others dreams (goals). This is where talent management becomes extremely important.

Talent Managers formerly known as Human Resource (HR) has evolved from being the police of the office (tracking and punishing people defaults) to actual people management (showing concern for staff). Many organizations have a problem with turnover rate and they are currently plagued with the curse of trying to drastically reduce it.

Also, the issue of skills gaps recognised in some organisation has become even more vital as the shelf life of certain skills decreases. Identifying, monitoring, assessing and most importantly, closing skills gaps have become talent developers chief concern.

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The need to keep learning has also become imperative for talent managers to address. In a world where none of us have any time, it turns out what we really want is a self-directed learning experience. Online learning means that employees have to take responsibility for their own learning journey, they choose what they want to learn and when to learn it. According to the report, over 40% of Gen Z and Millennial learners and 33% of Gen X and Boomer learners long for opportunities to create their own goals and choose their own learning content that will help them achieve those goals - Bizcommunity. 

In a nutshell, the Talent Manager’s new age responsibility is to not only boost employee retention but also to increase value derived from employees by recognising skill gaps and recommending appropriate measures such as trainings to fill it.

Insta Millionaire

INSTAGRAM IS CURRENTLY TURNING PEOPLE INTO MILLIONAIRES AND DELIVERING ROI

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In the wake of smart phones, increased internet penetration, urbanization, gist, gossips and juicy scandals, social media has grown in leaps and bounds throughout Africa. Only one who is living under a rock or dangling somewhere on the edge of the planet isn’t on social media. My aunt just gave birth a few weeks ago and her cute baby already has a social media account – Instagram particularly – and I’m certain that before she turns 14 she would probably have at least 14,000 followers on Instagram – don’t you dare laugh.

Due to the drivers highlighted in the opening paragraph and more, social media, especially Instagram which has become a force to reckon with as many people are being turned into Insta millionaire or Insta celebrities if you like. Its highly visual interface and easy interactive features helps its affinity.

Also, the always on trend hugely observed among millennials and Generation Z is fueling online communities as people want to stay informed and follow everything these Insta sensations are doing on a daily basis.

This provides a great opportunity especially for brands and marketers as it makes reaching the desired TA easier – birth of online influencer marketing.

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Instagram communities have become highly interactive which is speedily making it the go to place for information about brands and people.

In fact, this is the time that businesses need to capitalize on brand expansion and business growth – and social media platforms. 

Instagram currently has over 2 million advertisers worldwide sharing contents on their stories and feeds to drive business results. 60% of people say they discover new products on Instagram. over the last few years, Instagram has grown so much, and today is influencing consumer behavior. With over 25 million business profiles that currently exist on the platform worldwide this leaves no doubt that it is delivering ROI to businesses - Bizcommunity.

I am of the opinion that everyone is a marketer as we are all selling something. This therefore means that we can no longer ignore Instagram as a major driver for sales and consumer connections.

The Concept of responsible Advertising in Climate Change

THE WORLD IS HEATING UP AND NO ONE SEEMS TO BE TALKING ABOUT IT

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Advertising is beyond selling a product; it transcends connecting with the consumer; it is the ability to transform culture, effect a desired change, and compel people to take action. It is a no brainer to know that climate change is an important conversation in many parts of the world. The conversation, however, is seemingly silent in many parts of Africa, we be acting like it don’t concern us, truth is, as long as the continent remains afloat on the surface of the globe, it does. Otherwise, we all should build our own spaceship and move to Krypton, probably become Super Africans.

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This therefore makes it imperative for advertising agencies to champion the course by inducing and leading the conversation in Africa. Glaciers are melting, the earth crust is heating up, the ozone layer is depleting, and no one seems to be talking. I feel like even though we currently aren’t experiencing the harsh effects of climate change such as erratic thunder storms, heat waves, tsunamis and so on, Africa will still be dealt a huge a blow as we always get the worst end of the spoon.

Environmental economist Pavan Sukhdev in his book Corporation 2020 makes a compelling case for “responsible advertising”: a traffic-light system that highlights how long a product will last, where its materials come from and whether it can be recycled. Such an approach enables consumers to easily make purchasing decisions based on a brand’s ethical creds, meaning market forces would push advertisers into cleaning up their supply chains and operations. That would create much more impact than using marketing to merely start or support a debate - Bizcommunity.

Should Men Be Feminists?

THE CONCEPT OF FEMINISM HAS FOUND IT’S WAY INTO THE FABRICS OF OUR CULTURE

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In a nutshell, feminism is a movement of an ideology that hinges on the equality of the sexes. They say, “no preferences, no special treatments, no nothing, treat women and men equally”. Although, there’s still a number of people who believe that the movement is an effort in futility as male dominance is an age long tradition. This however has not deterred women all over the world from pushing for what they believe. The success of movements such as the #MeToo movement is proof positive that this feat is attainable. Brands and government parastatals have endorsed this feminist ideology and put laws and policies in place to foster the acceptance.

In advertising and marketing communications, there is now something known as “the female centered design” as it is now believed that for marketing campaigns to be effective there is need to segment the target audience appropriately.

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The question here now is, should men be feminists?

People have argued that men are not needed to join the movement, however, their participation would be appreciated, as the movement isn’t against men but against a system that have over the years broken down the self-esteem of many woman, whilst others say that it is of necessity and great importance that men join in on the movement to show their support of things that are right and not to just sit back and watch how things pan out.

Well, I believe that being a feminist in itself isn’t a gender related adjective however it is a gender related war. If this line made you smile, then we think alike. What I’m trying to say in essence is that, both men and women who follow through on the ideology may refer to themselves as feminists.

Kindly tell us what you TINK in the comment section.