Using Open-Ended Marketing Activities to Find Opportunities?

An open-ended marketing campaign entails defining the endpoint of the marketing campaign as a direction rather than a customer transaction and a customer solution to a particular problem. The expectation is that an open-ended campaign will encourage sales and marketing teams to challenge and negotiate new opportunities. Marketing activity involves planning and executing marketing tactics to reach your target audience. Instead of solving customer problems, you can approach marketing by creating content that appeals to your audience and triggers emotions. The objective is not only to solve a customer’s problem but rather how you can help them overcome it. If you think about it, this method is not new, as companies have always looked at marketing as another sales channel rather than an end-to-end solution for reaching customers. When done right, marketing activities create awareness about your brand or product in the minds of your target audience without requiring them to take such action by themselves.

How to Use Marketing Activities as Opposed to Customer Problems

This is not to say that marketing activities can replace customer problems. Customers will continue to have needs and demands which will require your attention. But this method of using marketing activities as opposed to customer problems allows you to create a more holistic approach to building your brand. With this strategy, you can improve your branding and pursue new growth opportunities. Instead of creating a problem for the end customer, marketers should focus on how they can serve the customer through their open-ended campaign. This way, you are better equipped for success as you avoid creating false expectations about what your campaign will accomplish. The framework allows for greater flexibility in meeting customers’ needs by avoiding confusion from setting expectations with an uncertain outcome.

How to Identify the Right Marketing Activities for Your Brand

The first step to identifying the right marketing activities for your brand is identifying the problem you are trying to solve with your product or service. Next, figure out how your product solves that problem. To make this process easier, use a SWOT analysis. This helps you understand what differentiates you from competitors and what makes you unique to position yourself as an authority in your market niche. Once you determine your target audience, ensure that the right marketing activities will appeal to them and solve their problems.

4 Steps to Identify the Right Marketing Activity for Your Brand

  1. Take a close look at your target audience, then identify their problems.
  2. Determine how you can best interact with your target audience.
  3. Develop content, then find channels to reach them.
  4. Consider when and where to trigger emotional reactions in your target audience.

Build Brand Awareness Through Paid and Organic Marketing Tactics

Companies should use both paid and organic marketing tactics to build brand awareness. Paid media, such as advertising on television or online, can be done successfully if used wisely. On the other hand, organic marketing tactics are more cost-effective for companies that want to reach a large audience. Organic marketing methods can introduce your product or brand to the masses without spending a lot of money–or even any at all. Organic methods include blog posts and articles that allow your content to spread organically through word of mouth. Social media campaigns can greatly impact how potential customers and consumers perceive your business.

Using AI to Build Brand Awareness

One way you can use marketing activities to build brand awareness is by using artificial intelligence. For example, an AI-enabled software platform like Jing will use sentiment analysis and audience targeting to dynamically generate content that matches your brand’s target audience to produce the most relevant information and have the greatest chance of conversion. This AI-based marketing campaign also provides a better understanding of your customers’ thinking. You can adapt and create even more engaging content for your target audience. #2: Using Google AdWords, Google AdWords offers many different options for advertising, including cost per click (CPC), cost per mille (CPM), cost per impression (CPI), and cost per acquisition (CPA). You can choose the option that best fits your business needs with these options. Additionally, many other features are available, such as targeting ads to specific demographics, locations or age groups.