As now, you have got to understand, communication, marketing and sales have changed radically in recent years, especially about the use of technologies advanced and wide-ranging dissemination of new media.
In the era of so-called “unconventional marketing” – or innovation – alternative content are one of the main push factors of the business. Buyers and consumers can access with great simplicity in an infinite range of information on products, services, brands and companies, always showing non-biased before the traditional advertising messages.
Everyone working in sales should therefore acquire new knowledge and skills, leaving behind models of approach to sales obsolete and ineffective.
If traditional marketing is studying in the market dot, and then adapt to the environment, supply and demand, the unconventional marketing changes the rules of the game, going by the logic of fighting a war against competitors that want to attract, attract and retain customers.
It is a type of communication that relies on emotions and using the tools provided by the Internet to surprise and involve larger slices of the public.
Today people want to be protagonists of the buying process, they want to hear in the middle of the scene, “accepted” and “pampered” by companies. To create value not only combine the products and services, but above all the experience that they allow the user to live.
The consumer, therefore, changes from the simple “consumer” to the “prosumer”, becoming an integral part of the process of creating and distributing products and services. It is a completely different kind of customer than ever before: independent, no longer subject to the brand and mass advertising, informed, competent, demanding and selective, attentive to the quality, affordability and respect for the environment.
A customer oriented company will always recognize as an active, leading role to consumers, aiming at the development of a knowledge 3.0, that is shared, interactive and participatory.
To do really effective marketing and communications strategies you need to bet on originality, enter every day in people’s social relationships, demonstrate the actual quality of the brand and make the advertising a form of pleasant entertainment, compatible with the target values You are achieved.
Creativity, interaction, surprise, word of mouth, viral and engagement are the strengths of this new strand in continuous expansion, which finds its highest expression in the world of social networks.
4 Forms of Marketing Unconventional
This new marketing concept enables companies to attract public attention through greater effectiveness of the message. Instead of interrupting consumers while engaging in various forms of entertainment or information, the unconventional marketing in turn becomes entertainment or information. All this is quite extraordinary, is not it?
Below we look at the 4 new types of communication designed to actively engage consumers.
1. Buzz marketing
To understand the significance of Buzz Marketing must first introduce and define the concept of WOM (Word of Mouth), viral process of verbal diffusion that occurs between people.
It is based on word of mouth mechanism now amplified by the enormous potential provided by the network through shared conversations on social networks. The aim is to increase the volume of such conversations about a specific product / service or a brand to increase its online reputation.
To bring the public to create buzz around its brand you must provide a valid topic of discussion. The trigger mechanism is generally always the same: to live an emotion, that is, give your target audience experience significant enough to want to share it with friends on the network.
The YouTube channel (in particular) has offered in the past and still offers us there examples of buzz marketing really original and very successful, videos that have generated millions of views worldwide.
2. Viral marketing
Psy Gangnam Style is the first song in history to have reached 1 billion views on YouTube. We all have danced at least once this explosive smash! Today views have exceeded two billion and a half, a surprising figure.
The reference to the virus makes it perfectly the idea of the manner in which it expands the viral message. A virus can imagine it as something in constant motion bouncing from one and infects the body by touching them.
You know the song for an advertisement that gets in the head and does not go away for days? Every time you meet someone involvement without realizing it, repeatedly singing it. Here, this is the result of a perfect viral advertising campaign.
The basic process of viral marketing provides that a coupon massage will spread at the speed of light, without giving time to those who propagates to realize what happened. The use of viral marketing is comparable to the effect of a bomb when it explodes must be ready to its absolutely uncontrollable exponential growth.
The viral campaign has to be studied in every detail and potentially viral message should be short, concise, direct, and particularly eye-catching.
Viral marketing is a particularly successful strategy (if well designed), because it exploits every facet of word of mouth. Once triggered the mechanism and discharged in the suitability of the selected product, the fuse is accessed, and comes in a short time to explode and then propagate.
3. Environment marketing
The term “Ambient Marketing” is brought back to the concept of “out of the house”, a technique that offers any type of advertising message in an outdoor environment frequented by consumers. It leverages the places of everyday life, transforming them into experiences.
These unconventional marketing actions allow investments with enough content to get high visibility: the environment is decontextualized; urban objects acquire new meaning and convey the advertising message in impactful way.
The material component is almost always very strong: the realized objects can be not only seen, but also touched and used, strengthening the most of the so-called brand experience. The message gains the attention of passers-by, as is proposed as interactive and engaging, using the typical surprise.
The objective of ambient marketing is to give life to the public a unique and memorable and creating the effect of word of mouth that we talked about previously.
To be effective, therefore, an ambient marketing campaign must necessarily cause a reaction in the public, make him laugh, scare, excite, cry, disgusted, in a creative way.
4. Guerrilla marketing
The Guerrilla Marketing is an advertising strategy centered on the innovative techniques of communication that despite the reduced cost can bring great results.
The term was coined by Jay Conrad Levinson in 1984, author of the book “Guerilla Advertising”. The inspiration comes from a tactic of war known as the “guerrilla warfare” conducted by small groups of men and characterized by ambushes or surprise assaults.
This extraordinary advertising technique aims at capturing the consumer by surprise, leaving an indelible memory of the experience and creating a significant social buzz (word of mouth).
One of the biggest benefits of guerrilla marketing is the creative use made of the product to produce something completely different, so unique and highly original.
Guerrilla Marketing affects the individual at times when it is psychologically vulnerable and did not activate its defensive barriers. Creating such a circumstance means intrigue, intrigue and often engage in first person the user, awakening his attention.
Although the Guerrilla Marketing was initially designed for small business with a small budget, it soon attracted the attention of the big brands that now use it as a complement to traditional campaigns.
Conclusions
Today’s society is going through an era where everything changes rapidly: consumers no longer feel numbers or share market segments, but people with passions and emotions worthy of consideration.
The strategies, techniques and tools used by traditional marketing are proving increasingly inadequate to intercept audiences now waterproof the face of classic advertisements.
If you are a part of those groups of entrepreneurs who are still using the old methods to get in touch with their customers, know that it is time to change course and lead your business more effectively.