Roman GłogulskiBeginner marketing in an increasingly online society has had to adapt to remain effective. While traditional beginner marketing, characterized by face-to-face interactions, local events, and word-of-mouth recommendations, is not necessarily a thing of the past, it has undergone evolution. This evolution has been largely dictated by the rise of social media, influencer marketing, and the emergence of innovative digital platforms.
Tara Schroetter, Vice President of Digital and Social at MMGY Wagstaff, explains that “influencers are your new field team, viral trends on TikTok are the new word-of-mouth recommendations, and geolocated ads on Instagram allow you to reach a select group of audiences with just one click. It’s not that beginner marketing has been completely replaced, but it has evolved alongside it and can enrich it.”
While beginner marketing has evolved, some elements that make it effective have remained unchanged. The key to success in marketing tactics is to focus on the community. Why? As priorities and values shift in society, people expect more from brands and their expectations are changing. Jeffrey Steadman, Director of Community Engagement at Cotopaxi, claims that people no longer just want a product.
“They want to build a relationship with your brand,” says Steadman. “They are looking for ways to connect with companies on a personal level. People need connections.”
Consumers also seek out companies that align with their values.
“Now, more than ever, people care about a brand’s purpose,” says Chad Jensen, President of Round Room, TCC, and Wireless Zone. “Customers want to engage with companies that share their values. Ten years ago, a strategy of reaching a broad audience and providing product information might have worked, but that’s not the case in today’s society where consumers expect and demand more from the companies they support.”
The answer to this longing for connection and shared values can be seen in social media campaigns. Jackie McKellar, Director of Marketing and Sales, emphasizes the transformative impact of the digital era on marketing strategies.
“The power of the digital social society has revolutionized beginner marketing, providing more efficient and data-driven methods for brands to reach, engage, and mobilize large audiences regardless of geographic location,” says McKellar.
The proliferation of social media platforms such as TikTok, Instagram, and Facebook has expanded the reach of beginner marketing, enabling the delivery of “viral” messages and reaching a global audience. Social media has changed how brands engage with their communities. Brands can turn their biggest fans into online ambassadors who spread information about their products and offerings. Social media also serves as a customer support hotline, improving customer service and effectively resolving issues.
“We also see the rise (and sometimes fall) of platforms like Discord or Clubhouse that allow brands to have personalized conversations without partisan actions,” says Sarah Remesch, founder of talent management and influencer campaign agency. “These platforms offer more intimate, engaged, and interactive spaces for brands and their audiences, and most importantly, they can reach a larger group of people in a shorter amount of time.”
Part of building an online community involves leveraging individuals rooted in the community and respected as leaders and pioneers. That’s where influencers come in. Remesch draws a comparison between influencer marketing and beginner marketing in the digital era.
“Influencers, especially micro-influencers, have unique, dedicated audiences,” she says. “Collaborating with them allows brands to reach these communities in an authentic way. The trust and relationships that influencers build with their followers can be likened to word-of-mouth recommendations in more traditional beginner marketing campaigns.”
Beginner Marketing: Beyond Digital Connection
While social media is a powerful and essential tool, relationships cannot stop there. Jensen emphasizes the importance of finding a balance between online and offline interactions. He notes that in an increasingly digitally dominated world, maintaining human contact is key to forging authentic relationships between brands and their customers.
Jensen’s perspective resonates with Steadman’s experiences with the lasting power of face-to-face connections and the importance of building trust in local communities.
“Social media and the online space are great places to make connections,” says Steadman. “You can’t find a more effective tool for creating a group of like-minded people who want to support a particular brand and stay in touch. But it has to go beyond the digital realm because the relationships people seek are becoming more complex.
“Online connections can be a good start, but there is no substitute for a real, authentic connection,” he continues. “That’s why Cotopaxi invests in the community. When you connect online, you can learn something, but when you connect in real life, you feel something. Community is a long-term investment, and you have to strategically choose how and where to utilize it, but ultimately, it is these human connections that build a moat around your brand.”
How has Beginner Marketing Evolved?
To create such a connection from the digital space to human contact, Steadman and his team organize a 24-hour adventure race called Questival, which encourages people to form teams with their friends and explore their communities.
“Our first Questival in 2014 generated 30,000 Instagram posts,” he says. “Over the years, we continued to use that content and reach new participants through social media. To this day, we receive many messages from people who tell us about their first Questival. Questival not only helped transform participants into lifelong fans, but it truly turned them into brand evangelists, helping spread our mission.”
Sometimes, traditional beginner marketing still proves to be effective. McKellar notes that there are certain demographic groups that may not be digitally active. She also explains that there are still industries that can benefit from a traditional approach, such as real estate, financial advising, insurance, home repairs, brick-and-mortar stores, and healthcare, where networking and word-of-mouth recommendations from friends and family serve as the basis for customers.
“Personal recommendations offered by beginner marketing often outweigh the value of online reviews or digital advertisements in most cases,” McKellar says.
The future of beginner marketing will continue to evolve with the increasing online presence and digitalization of society. However, it is important to remember the importance of community and genuine, personal connections that consumers seek. In an increasingly digital communication age, it is worthwhile to invest time in building relationships with customers on a human level, which can yield much better results than online actions alone.
FAQ:
1. What is beginner marketing?
Beginner marketing is a marketing strategy aimed at reaching new customers and building relationships with them using methods and tools targeted at individuals who are not yet engaged with the brand or products.
2. How has beginner marketing evolved in the digital era?
Beginner marketing has adapted to the changes brought by social media, influencer marketing, and innovative digital platforms. It has expanded its reach and engagement through social media campaigns, leveraging online communities, and fostering authentic connections with customers. However, traditional beginner marketing still proves effective in certain industries and demographic groups.
