A marketing strategy that is concise, coherent, consistent and in line with the moral values of the target customer group is essential for success.

The marketing world is dynamic with evolving technologies and ever-changing trends. This means organisations must be flexible and proactive in adapting tactics to suit current economic environment and societal attitudes.

A key component of this is not to focus on pumping out content on various social media channels for the sake of appearing to be active and chase greater “likes” and “shares”. Indeed, Instagram in 2020 has began to hide post “likes”. Check out the excellent article by Taylor Loren on this.

The idea is to de-pressurize Instagram, and make it a space that’s more focused on connections, conversations and community.

~Adam Mosseri, CEO of Instagram

This nicely summaries the focus of digital marketing to move away from chasing “likes”, in many cases “paid-likes”, to focusing on developing long-term customer loyalty. This is done by connecting with customers through informing them of the unique selling points of a product or service. Telling customers about the organisation’s values and moral standing to develop a community of loyal customers.

This requires a well crafted and disciplined marketing strategy not just big budgets to buy “likes”. This means smaller organisations are given somewhat of a level playing field in digital marketing going forward. Of course, paid advertising will continue to be heavily used by organisations, as they remain the main staple source of revenue for many social media companies.

Nonetheless, paid advertising will not necessarily translate into customer loyalty if the messaging by organisations is not concise, coherent, consistent and in line with the moral values of the target customer group.

For this reason, data analysis is becoming the most important component of any effective marketing strategy. This in turn helps develop evidence-based marketing tactics that help engage and perform.

With about 3 billion people on social media globally daily and over 50% of web traffic worldwide consumed via mobile phones, the need to distinguish one’s business from the crowd has never been more important.

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