Although the movement marketing phenomenon has been around for a longer period than you might think, it is becoming more applicable today than it was a few years ago. As a marketing strategy, it allows brands to connect to consumers easily. The idea is to allow businesses to design a marketing initiative around a vision and not a product. It is a new and innovative way of reaching out to potential buyers.
Movement marketing entails tapping into the existing movement, which may be cultural or situational. It may focus on the vision of a product and not its features. It entails aligning the strategy to the shared values, goals and passions of the targeted audience. If harnessed, it is a strategy that can allow a brand to dominate the market.
In most cases, movement marketing is about an idea, so it is likely to impact society. It is about bringing attention to a situation and not just telling the consumer the benefits of buying your product. Continue reading to see the impact of movement marketing in the digital world.
It Is Increasing Involvement.
Movement marketing is not all about the great features, but it is about a story that can make the world better. It avoids the sales pitch and tries to associate the brand with some favorable outcome or a good cause. So it allows the consumers to participate in the process and respond favorably.
Advocates For A Cause
The number of people, especially the millennials, who want to get involved in a beneficial cause, is continuing to increase. Also, the number of people who want to use their skill for a worthwhile cause is increasing thanks to movement marketing antics.
It is the reason why more and more people are willing to buy a product from a brand that advocates for something they care about. For instance, in the United States, more and more people feel the urge to organize or participate in a protest that pursues a public cause. Most of these people want to get involved in charitable activities because they believe it is a good cause. As such, the digital marketers must adjust their strategy and feature ads on activities that affect the public. They should find a way of connecting with the people first before selling a product to them.
It Saves On Resources.
Movement marketing entails engaging the masses using any digital means available to you. It does not require a big budget like you would have if you plan to advertise on TV or print media. Also, movements are sustainable in the long run. So they allow you to achieve your marketing needs without spending a fortune. It results in greater penetration, loyalty and conversation.
Thus, movement marketing will change how digital marketers go about their marketing activities as the focus shifts from the brand to how the brand is helping solve a problem in society. They must find out how they can stir the audience’s hearts. Further, they must think out of the box and create movements that will benefit society.