A Marketer's Guide:
Reimagining Best Practices
Key Insights to Move Your Marketing Efforts Beyond "Best Practices" and into "Next Practices"
Today’s brands are rethinking their digital strategies as they try to balance achieving revenue growth and marketing efficiency. Many have exhausted quick wins at the bottom of the funnel and are now looking for ways to drive growth quickly at the top of the funnel. At the same time, brands that have lost their luster must retool and give consumers new reasons to believe in them again.
Key principles that can be used for reimagining best practices include:
CORE CHALLENGE
Marketers need new ways to drive accelerated growth for their brands
ENGINEERED SOLUTION
Scale efforts by pivoting from “best practices” marketing to “next practices” marketing
KEY PRINCIPLES TO REIMAGINING BEST PRACTICES
- Segmentation models built around lifestyles and behavioral data can mitigate the impact of demographic shifts within your customer base
- Reshuffling the media mix may be necessary to achieve the right balance of brand/performance marketing
- Even the most successful brands and campaigns need to be refreshed periodically to respond to changing consumer priorities and needs
INSIGHTS
Marketers are increasingly turning to behavioral data and lifestyle-based segmentation models to reach new audiences amid major U.S. demographic shifts.
Marketers are looking for new ways to drive upper-funnel growth and increase customer acquisition, even as lower-funnel performance and customer retention strategies remain an important part of the mix.
Never stop listening to your customers or questioning whether you are fulfilling your brand’s promise. No brand should be resting on its laurels!
Ask the Expert: How does a brand like White Castle that’s been around for more than a century maintain its successful formula while finding new ways to generate brand love? “People love the original slider. But what we’ve learned from a menu innovation point of view is that people also love variety,” says Richardson. “Our guiding principles are around that ‘craveability’ quotient to make sure that the distinctive taste really comes through. We’re doing a lot of good testing. It’s easier than ever to test and learn and find out along the way what’s likely to be a hit.”
CASE IN POINT
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The Marketer's Guide to Engineering Brand Love
