Roman GłogulskiBeginner marketing in an increasingly online society had to adapt to remain effective. While traditional beginner marketing, characterized by face-to-face interactions, local events, and word-of-mouth recommendations, are not necessarily a thing of the past, they have evolved. This evolution has largely been driven by the rise of social media, influencer marketing, and the emergence of innovative digital platforms.
Tara Schroetter, VP 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 specific audience with just one click. It’s not that beginner marketing has been completely replaced, but it has evolved alongside it and can enhance it.”
While beginner marketing has evolved, some elements that make it effective have remained unchanged. The key to successful marketing tactics is focusing on community. Why? As priorities and values shift in society, people expect more from brands, and their expectations change. Jeffrey Steadman, Director of Community Engagement at Cotopaxi, says 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 personally connect with companies. People need connections.”
Consumers also seek out companies that prioritize their values.
“Now, more than ever, people care about a brand’s purpose,” says Chad Jensen, CEO of Round Room, TCC, and Wireless Zone. “Customers want to engage with companies that share their values. Ten years ago, a broad audience reach and product information strategy might have worked, but that is not the case in contemporary 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 society has revolutionized beginner marketing, providing more effective and data-driven methods for brands to reach, engage, and mobilize large audiences regardless of geographical location,” says McKellar.
The proliferation of social media platforms such as TikTok, Instagram, and Facebook has expanded the reach of beginner marketing, allowing for the transmission of viral messages and reaching a global audience. Social media has changed the way brands engage with their community. 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 growth (and sometimes decline) of platforms like Discord or Clubhouse, which allow brands to have personalized conversations without partisan actions,” says Sarah Remesch, founder of a 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 is leveraging individuals rooted in the community and valued as leaders and pioneers. Enter influencers. Remesch draws a comparison between influencer marketing and beginner marketing in the digital era.
“Influencers, especially micro-influencers, have unique, dedicated audience groups,” 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 compared to word-of-mouth recommendations in more traditional beginner marketing campaigns.”
Beginner Marketing: Beyond Digital Connection
Although 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 establishing authentic relationships between brands and their customers.
Jensen’s perspective resonates with Steadman’s experiences with the enduring power of face-to-face interactions and the significance of building trust in local communities.
“Social media and the online space are great for making 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 connected. But it must extend beyond the digital realm, as people’s desire for relationships becomes 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 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 those 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 physical contact, Steadman and his team organize a 24-hour adventure race called Questival that encourages people to form groups with 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 telling 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 effective. McKellar points out 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 advisory, insurance, home repairs, brick-and-mortar stores, and healthcare, where networking and recommendations from friends and family form the basis of their customer base.
“These personal recommendations that beginner marketing offers outweigh the value of online reviews or digital advertising in most cases,” says McKellar.
The future of beginner marketing will continue to evolve with the growing 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 era, it is worth investing time in building relationships with customers on a human level, which can yield much better results than online efforts 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 people who are not yet engaged with a brand or products.
2. How has beginner marketing evolved in the digital era?
Beginner marketing has adapted to changes in consumer behavior and technology. The rise of social media, influencer marketing, and innovative digital platforms has transformed the way brands engage with their audience, allowing for more personalized and data-driven marketing methods. However, traditional marketing tactics and offline interactions still hold value in certain industries and demographic groups.
