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How Personal Values Will Shape the Future of Marketing

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Stewards, champions, advocates and builders. These are some of the new archetypes marketers are embodying. We’re doing far more than sales, promotion and brand building. We’re driving innovation, bolstering capabilities and assuming responsibility for company growth.

We’ve all been forced to take on the unexpected over the past year and a half. It can be tricky to make sense of things when even fundamental daily norms are disrupted. Yet, we’re beginning to see a certain pulse within the turbulence.

As always, everything begins and ends with the customer. Knowing the customer is the key to understanding the general state of things.

My company, Valux, has a definite edge here since we have enough collective experience to form an intuitive connection with our market. We’re completely tuned in to their hopes, fears and emotions. We’ve been able to pick out emerging values, behaviors, moods and trends. You can’t get that level of understanding from tools alone.

Related: 10 Marketing Strategies to Fuel Your Business Growth

Datasets and marketing tools are great for verifying and validating these instincts. However, they don’t provide the magic spark needed to go beyond the edge.

Here are a few sentiments we’ve picked up on:

Covid-19 restricted parts of life we took for granted: hugs, impromptu outings, visits with friends and family celebrations. Our attention and values have shifted towards the basics of life.

Quarantine gave us time to think. Social restrictions, political tension and racial conflicts gave us things to think about. We’re now more socially conscious, value-oriented and aware of our personal impact........

© Entrepreneur

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