This blog is a part of SCALED Marketing Technology Forum guest blog series.
Text: Saija Mahon – Mahon Digital Marketing Oy / Ltd.
As the digital landscape is getting more and more crowded by the hour, it’s increasingly challenging to get your voice heard and your brand seen unless you have an endless fountain of money to pour at it. Most of us of course don’t have that luxury (yet anyhow). Therefore, it’s time to get creative!
It’s time to disrupt, cut through the noise and intervene.
Make an (icy) splash on a budget
As unbelievable as it may sound, you don’t always need a huge wedge of cash to get in front of your target audience and create awareness.
It’s all about brilliant ideas (which are free) and executing those ideas actively, in the hopes of them going viral.
Let’s remind ourselves for example of the global phenomenon ‘ice bucket challenge’.
I bet you did it yourself in your bathroom too, and shared it all over your social media channels right? This is a great example of a disruptive marketing tactic, which gained over $115 million for ALS research.
Remember the human element
In order for disruptive marketing strategies to actually work, or even have a chance to work, it’s important to keep in mind why an idea may go viral or be shared thousands, hundreds of thousands or even millions of times within the various social media channels.
We need to make things interesting.
We need to remember it’s people we want to harness as our ambassadors. And people, are famously hard to please. We need to therefore consider the following elements when planning and shaping our viral idea:
- Will our idea make people emotional?
- Will it divide people?
- Will it cause a stir? (however still reflect positively on your brand)
- Will it help (people)?
- Will it serve a greater good?
- Can people feel included in the cause?
Human to human marketing is a skill that needs to be masked in as natural a form as possible, otherwise no-one will be interested.
Make an impact without a call to action.
Stay true to your tactics
Once you embark on the road of disruptive marketing strategies, you may want to plan the future ahead.
Should your ideas and campaigns be lucky enough to go viral, ensure you’re not a one trick pony. You’ve set the bar onto a certain level and people (your customers) expect you to keep it there. Stay true to your tactics.
Never stop innovating and being that little bit different from your potential competitors. Stay ahead of the game and keep on creating alternative ideas in order to keep your brand and marketing campaigns interesting. Even if you eventually reach that desired fountain of wealth. Remember who showed you the road map there (your customers) and keep them at the core of every adventure you have next.
Saija Mahon – Founder, CEO, Mahon Digital Marketing Ltd.
Saija is the founder of Mahon Digital Marketing Ltd and a speaker at SCALED’16 Marketing Technology Forum. After working for some of the biggest global media houses in the world, Saija decided to launch her own business 6 years ago, starting her journey as an entrepreneur from London, UK. Saija has also founded Lonely Robot Web Design agency, that solely specialises in Web design and build within the UK market. Last but not least, Saija has founded a Scandinavian business networking concept called The Caviar Club, which after two years of running, operates in Finland across Turku, Helsinki and Salo. And this is only the beginning.
Mahon Digital Marketing in a nutshell:
Mahon Digital is an international, award-winning media agency specialising in digital marketing and website optimisation. Our core portfolio includes biddable media optimisation, search engine optimisation, content marketing and social media optimisation.
Mahon Digital’s flagship office is located in London, UK and our second office cover Scandinavia from Turku, Finland. Mahon Digital is a fully certified Google and Bing partner agency.
Mahon digital can help their growing global client base to achieve their sales objectives through planning, creating, building and executing complex digital marketing strategies.