SITUATIONAL MARKETING: COFFEE IN BED? HERE’S AN AD
Take a trip down the chronology of marketing and you’ll find out that marketers’ efforts size is shrinking as the time grows. There were times when marketing use to be big and on a larger scale but these days marketing is personal. It doesn’t mean that marketing is dying out; in fact it’s on the contrary as marketers are ever closer to the consumer as never before.
In the early days, marketing was limited to newspapers, and then in came the box that revolutionized how humans lived their lives in their homes, the television. With that invent marketing took a leap forward and spread its wings to a bigger diameter. If that wasn’t already enough there came in that thing which was to be called ‘The Internet’. Internet not only boosted the speed with which humans were interacting with the information age but it also brought about a revolution in their personal lives. And with the internet, marketing went digital as the marketers had the digital playground in front of them.
Newspapers, TV and then internet, but that’s not all. We still have the mobile platform, location-based services and of course the wearables. With the availability of so many avenues to explore marketers keep coming up with the tools for utilizing these mediums. Marketers utilize these tools for example to accurately present the consumer with an option according to where they are at a given point of time. The impacts of digital advertising can be measured through comparing how many times an ad was clicked online and how it got converted into a physical in-store sale.
But, hang on, these are all cool things, what if we could suggest the consumer not only according to their location and where they are at a particular point in time but also according to the ‘situation’ they’re in? Simply put, ‘Situational Marketing’ is an advertisement that’s designed around an individual customer’s specific circumstances and needs. No more one-size-fits-all, situational marketing is personal and relevant.
An example of situational marketing would be when your consumer has just finished working out in the gym, that’s the right time when he gets an ad about nutrition bar. He goes and buys when from the nearest store. A classic example of situational marketing. One more example would be if your consumer has just finished watching a movie and she’s planning to eat out after the show. She gets an ad from you telling her she not only gets a discount on your latest offering but also gets a free drink for each of her friends. Even if she was planning for a pizza but upon seeing your perfectly placed situational ad and the incentives she decides to give your product a shot.
Today’s customers will respond to businesses taking the conversation to a micro-level through a hyper-personalised experience. Your advertisement is not meant to intrude on a customer’s day; it’s meant to benefit their day. Make your marketing strategy useful by switching to a situational frame of mind. Situational marketing causes us to ask different questions when thinking of strategy. These questions include: “What is on the to-do list for my customer?” and “How can our marketing plan check items off that list?” By aligning our advertisements with the activities of our customers, we regain control of the conversation.
If you want to improve your relationships with your customer then you need to make your advertisements as relevant to them as you possibly can. Attention spans are short and competition is fierce, so make sure you get in front of your target customers in the right place at the right time to see real results from your marketing/advertising campaigns.
By: Unosha Shahid