3 Pillars Marketing

How has consumer behavior shifted in the digital age?I don’t know that it has. I’m a boomer and the issues that matter to me are the same issues that matter to Gen Z. We may appear to be different but when push comes to shove, it’s all about solving our problems. We all want to be happy.

Can you share a recent campaign that exceeded expectations?One of my clients is a biochar soil amendment company. We set up a content calendar that answered questions people ask and answered them in depth. The social media, web content, and video content were synchronized for all learning styles. That company went from nowhere on Google to #1 Page 1 in 4 months.

How do you measure the effectiveness of your marketing initiatives?In several ways. One, of course, is the financial ROI. A greater indication of long-term impact and behavior change is subscription to a newsletter or email. And for social media, it’s not how many followers, but how many shares. That tells me the information resonates, and it is trusted.

What trends are shaping the future of advertising?As always, consumers are calling the shots. Concerns about whether there will be a future are fueling young consumers, especially, to find environmentally friendly alternatives. Feeding these desires is leading to a lot of greenwashing. Transparency is vital going forward. Trust is going to be more difficult to gain and very easy to lose.

What advice would you give to aspiring marketers today?Go out on a limb and stand your ground. If you’ve done your homework and studied markets, then your clients are paying you to know that. Your clients can make a great product, but they aren’t great marketers, or they wouldn’t need you.