The Art of Marketing
In a world of clicks, buzzes, and notifications, companies are in constant flux to compete for customers’ attention. Marketing cuts through the noise to bring in customers, making it crucial to a business — especially if it wishes to survive.
Today, companies have a vast set of marketing tools at their disposal. Think of marketing as an ongoing science experiment. To adapt to the market’s uncertainty, companies will test hundreds of hypotheses, collect data, find what works and discard what does not. It is a constant churn in the marketing realm.
But, ultimately, what is essential is the story a company can tell.
Growing up, my parents said that although people may forget my name, they will surely remember how I made them feel. I parallel this idea with being a successful marketer. Who would forget a marketing campaign that can make the customer laugh? The choice of pathos, ethos, or logos is merely the method utilized to connect with the customer. And social media is the thread that ties them all together.
Companies like Burger King have Twitter accounts that actively engage with customers. A spokesperson like Flo from Progressive even has a Twitter account. A Tik Toker by the name of Doggface208 amassed millions of views by singing some Fleetwood mac and drinking cranberry Ocean Spray; now Ocean Spray can sit back and reel in sales.
Below are two of my favorite campaigns that I was a recipient of in the past few years.
Let’s take a quick dip into precisely why these commercials appealed to me. I love a fair bit of “bro humor,” quick wit, but above all else, a product that’ll actually solve my problems. From a marketers standpoint, these two commercials hit their target market “me,” amongst various males aged 18–25 on the head. These campaigns turned a dull soap and razor company into a personality customers can know and trust.
Marketing encompasses a vast amount of responsibility. A marketer must tactfully obtain relevant data points that will provide insight to the customer they are targeting. Then, craft a campaign towards the said customer in the hopes of reeling in business. It is a continuous cycle that builds upon itself and has no end.
Marketing is the art of identifying with the customer, their problems, and guiding them gently to the product with all the solutions.
