President at Provoke Insights
Website Address: provokeinsights.com
“More 2 Media” is a show made for people in the world of marketing and media who want to grow their advertising knowledge. Interviewing experts around the country, “More 2 Media” is the place to go for tips, tricks and entertaining quips to take your business to the next level.
This week our host interviews Carly Fink from Provoke Insights. To learn more, check out https://provokeinsights.com.
What is the biggest change in marketing that you see coming in the next 2 years?
Americans were forced into isolation during Covid, and tech adoption accelerated. Consumers quickly learned to purchase non-traditional items online, from groceries to personal care items. Zoom became not just a virtual conference room but a new way to socialize. Companies needed to adapt to this changing consumer behavior, including revamping marketing plans to product development focusing on the digital world.
Many consumers have become digitally fatigued and yearn for the in-person connection. They no longer remain indoors. Rather, they shop in person, attend events, and have returned to the office. This doesn’t mean that digital is now obsolete – but that there needs to be a happy medium focusing on both experiences. Brands must again re-assess their digital-only focus to target the ever-changing consumer.
What is one tip that you would give when it comes to digital marketing?
The right marketing strategy and knowing your consumer is essential before determining the digital plan. While digital has the reach, it is vast, cluttered, and more importantly, expensive if you get it wrong. Market research is a crucial step in any marketing initiative to ensure you are reaching the right audience and they are receptive.
What are the most effective advertising tactics and/or media for your company?
By far, market research improves a brand’s ROI. It determines the audience with the highest propensity to purchase the product and service. It helps, with precision, which media mix, channels, and messaging will reach your ideal target. It also tracks advertising to determine if the current campaign is working on needs adjustments.
What are the major challenges that you (and/or other advertisers) face today?
It is hard to be seen and heard due to the abundance of media channels available today. As consumers grow savvier in avoiding ads, brands and marketers need to be more strategic in messaging to break through the clutter and get their brands noticed. We often need to educate brands on the importance of research to better understand the competitive landscape, the consumer, the right message, and the appropriate media plan.