One of the hottest new marketing concepts in recent years is situational marketing. What is it, and what does it mean to your business? Situational marketing means using the consumer’s past buying behaviors to predict their future buying behavior. For example, if you are a business owner, you know that customers who buy on an impulse usually pay a large price for the item or service. So you try to determine how much your potential customers will spend on your products or services and use this data to formulate strategies for maximizing your profits. However, a more intelligent customer may be able to deduce from the pattern of purchases which items or services might be a good buy based on past shopping habits.
Comparing Situational and Strategic Marketing
The main difference between strategic marketing and situational marketing is this: in a strategic situation, the goal is to choose the most appropriate product or service to meet current demand. Social media marketing campaigns, or even live streaming campaigns that use StreamOZ to buy Twitch viewers, can greatly benefit from situational marketing.
Marketers plan and execute marketing campaigns based on past purchases and current trends. They seek out the most efficient methods of delivering messages so they can maximize their profits. By contrast, marketers who use a more localized approach are more concerned with the current state of the consumer’s needs and how those needs may evolve in the future.
The two primary sources of information used in situational marketing campaigns include traditional forms of market research such as surveys and focus groups and the most current practices of consumers. By studying consumer behavior, marketers are able to formulate strategies that efficiently target potential customers by tailoring their messages to the individual consumer’s needs. This form of advertising is often called “location-based” marketing because the messages are designed around where a consumer may be when they want to shop.
Examples to Study
A classic example of a situational marketing campaign is a mobile marketing campaign. These are typically designed around the specific interests of a target demographic. For example, a mobile marketing campaign to reach teenage girls may be focused on an issue that directly affects them, such as teen pregnancy. The campaign may then be designed around a topic that has a higher level of importance for teenage girls, such as single mothers. Since the issues faced by teenage girls are more recent and tend to have longer-term consequences, the mobile marketing campaign will be geared around those issues. You can also have a look at sales and marketing introductory sales letters from different companies for further examples.
But what if you need a quick and efficient solution to a problem that doesn’t fall into the easily defined categories? That’s where situational marketing strategies come in. If you find that your target demographic is not reacting to your message in the way you’d hoped, you can easily adapt your message and create a new strategy to react to the current demand. By re-engineering your campaign to take into consideration the current consumer demand, you’ll have a much higher chance of success. In fact, this very adaptation could provide you with a fresh opportunity to test your ideas and bring them to market faster.
The second example of this occurs when your target audience is parents of young teens. No matter how well you know your target audience, there are bound to be some parents who are posting controversial opinions or updates on social media that are making their children uncomfortable. The solution is to re-engineer your marketing strategy to deal with this situation. One popular solution is the use of viral marketing campaigns. In these cases, your target audience posts a link to a particular story or video that contains a certain amount of controversial information that parents find offensive or that makes them uncomfortable. With social media sharing sites such as YouTube and Facebook, this information is quickly spread throughout the network, reaching hundreds or thousands of people who are likely to be interested in your product or site.
While it’s important to keep up with current trends, there’s nothing more annoying than constantly having to repost controversial news stories in order to stay compliant with search engine guidelines. On top of that, it’s often difficult to engage with readers over a long period of time, as the conversation tends to degenerate quickly into name-calling (or crudeness). That’s why many marketers have turned to evergreen content for their sites. By providing consumers with content that is timely and relevant, marketers can ensure that they never run into any problems with search engines, and their social media customers enjoy the fact that the content stays fresh longer than most trends.
The Bottom Line
Once your consumers have a steady stream of situational content to follow, you need to go viral. However, getting your niche market to go viral isn’t always as easy as it seems. Many new marketers focus only on getting their audience to interact with the brand via social media. This is an important strategy, but it takes time and effort in order for this to work. The key to getting your niche audience to go viral is for you to provide them with news or information that is timely and relevant, but also news that will make them think – why wouldn’t I want to go out and buy that product? Marketers who master the art of situational marketing will be able to provide news that keeps their audiences engaged but also sets them up for action, such as buying a product.