|
Utility Marketing
The marketing power shift from advertisers to consumers has lead to unprecedented engagements between the advertiser and advertisee. After social media leveled the playing field, successful marketers are elevating their game once again as they seek to provide consumer value.
Utility marketing is the key to great iPhone and iPad applications as advertisers adapt to user preferences.In this paradigm, marketers create offerings that add value to consumers. This requires marketers to abandon push marketing and take a user-centric approach to identify ways to satisfy consumer needs.
Here are a few of our favorites:
So how do you make it work for you?
The question becomes “how do we fit into our consumers’ lives?” instead of “what do we think consumers want to hear from us?” Non-mobile examples like Nike + become a daily part of consumer’s lives and increase brand affinity without a hard sell. It’s “Just Do It” message is secondary to the service and value provided by the product, and in this case, Nike creates a community of brand fans that progress its marketing messaging.
So we challenge you, what have you done for your consumers lately?
|
