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.

Consumer X

THE NEED FOR MORE FAVOURABLE EXPERIENCES ON A CONSUMER JOURNEY IS THE NEW GOLD MINE

Source: Unsplash

Source: Unsplash

TINK will never get tired of talking about the consumer as they are ever evolving. For brands and marketing agencies to thrive, they will need to first utterly dissect the consumerism, understand what makes them purchase, what happens during purchase, and what they do after they purchase.

Thankfully TINK is bringing an important factor to your attention right now and it is called Consumer Experience. The term Customer Experience (CX) also known as client centricity or customer centricity is increasingly becoming a buzz word in the marketing communications industry globally. This may not sound new to you but I guarantee you, this changes every time. What was comfortable and acceptable yesterday may not be same today. Ever purchased commodities from an open air market before? It is stressful and annoying, all the hassles to purchase are extremely daunting, but if you’ve ever made purchase in a modern day retail store you will find out that point of purchase activities have become a lot easier.

Source: Unsplash

Source: Unsplash

Going forward, organization have chosen to improve their consumer experience in order to improve sales as a report released by forrester.com indicates that customers are willing to pay more for better experiences. No one wants to have a bad time interacting with their brands they love, heck, there’s too much troubles in the world already.