Marketing intelligence service WARC has released a new report about top trends observed from the best marketing strategies around the world.
The “Effective Innovation Report 2018” looks at some of the innovative thinking drawn from the winners of the organization’s own WARC Awards. It identifies a handful of key trends that its authors say offers valuable lessons about marketing innovations and strategies that work.
Strategies that work
Marketing approaches designed to appeal to influencers is a recurring strategy. Indeed, many of the top-performing campaigns were designed with sharing among millennial influencers in mind to improve organic reach via their personal networks, says the report.
In addition, innovation can be an efficient and effective way to build and strengthen a brand’s appeal by problem-solving. Campaigns that addresses genuine challenges and problems brings the brand closer to its purpose – and serves to build brand equity.
Marketers can also forget about hyping their brand ad nauseam without genuine product-driven innovation. According to the report, innovating thorough products is another popular way for brands to strengthen their appeal and stand-out to attract new customers.
The report noted that brands benefitted from being “in service” to their audiences through the creation of useful tools, products and services as opposed to traditional campaigns. This essentially helps to establish connections with customers.
“By starting from a perspective of utility, by being in the service of others, you can reach new audiences, find new relevancy and change perceptions,” said Howard Pull, a director at MullenLowe Profero and juror at the Awards.
The full report is only available to subscribers, though a summary is published here.
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