What is Social Activation Marketing?
We combined two highly important marketing methodologies and merged them into one seamless and fully integrated approach. This methodology guides all of our strategic and creative work and should not be confused with social media marketing, while that is one of many strategies that follow this approach.
A method focused on making the audience and consumer first while changing their behavior for their benefit. social marketing tries to change people's behavior for the benefit of the consumer, or of society as a whole, as opposed to the marketer.
Actively and emotionally brings a brand message to life across multiple touchpoints in order to attract the right person at the right moment.
Social Marketing Defined
- A marketing orientation.
- Theory and evidence-based.
- Research to inform program development.
- Designing products, services, and behaviors that fit people's reality.
- Positioning behavior change relative to competing behaviors or choices.
- Realigning incentives and costs for products, services and behavior change.
- Creating equitable opportunities and access.
- Communicating change in linguistically, culturally relevant and ubiquitous ways.
- Program monitoring.
Marketing Activation Defined
Marketing activation is the method used to bring a brand message to life through a strategic, integrated campaign that leverages the full potential of a wide range of marketing communications tools (print, mobile, media, interactive, etc.), in order to maximize results and provide the greatest return on our customer marketing investment.
Marketing Activation strategies help businesses and brands:
- Identify the opportunities in the marketing cycle.
- Attract the right consumer at the right moment in the decision-making process.
- Move consumers with the right information to the right point of contact.
Effective Marketing Activation programs are made to measure, and strategically planned to meet key marketing and business objectives while meeting precise deadlines. These programs can also augment or accelerate the activity and impact of existing programs.
There are two main types of Marketing Activation. Brand Activation builds a longer-term emotional connection between the brand and the customer, while Direct Response Activation focuses on generating immediate sales.
Marketing activation is the execution of the marketing mix as part of the marketing process. The activation phase typically comes after the planning phase during which managers plan their marketing activities and is followed by a feedback phase in which results are evaluated with marketing analytics.
Depending on the business objective, two types of marketing activation can be used as part of a marketing strategy.
- Brand activation sometimes called brand engagement which focuses on building a longer-term emotional connection between the brand and the customer.
- Activation based on direct-response marketing will focus on generating immediate sales transactions.
We believe that in order to achieve the most efficient and cost-effective marketing program, you should “invest in the few to reach the many.” Meaning, you should know your audience down to the core and hyperfocus on them as opposed to the antiquated model of casting a wide net in hopes to catch your core audience, causing media waste and inefficiencies.
You want to find the most engaged and excited group of people within your niche audience who will be motivated to spread the message through word of mouth and ultimately be so passionate as to lead a brand movement.
Through a mix of research tools and resources, we carefully analyze the audience data down to the individuals within carefully segmented groups. In doing so, we learn all thatwe need to know about the audience down to their unique behaviors and interests. This allows us to build a profile of the individuals with great accuracy and personal familiarity.
As with the previous audience immersion step, we conduct the same process to immerse ourselves in the details of the market where our audience lives, works and plays. We consider neighborhoods and analyze their unique characteristics. That information together with the audience immersion data, allows us to start building a framework of what the communities look and feel like.
In addition to audience and marketing immersion data, it’s vital that we include a deep understanding of the trends that affect these communities, their people, and their culture. We start with micro-segmented data and cross-reference it with trend analysis.
Through several studies, we know that brands have the greatest success connecting with their intended audience when they exhibit human characteristics. This is because it’s natural for human beings to develop relationships with other human beings. We break down the brand and its messaging to humanistic traits.
We carefully examine our strategic approach under an anthropological microscope and, in some cases, challenge the other steps based on what’s uncovered. Specifically, we look at how people, cultures, linguistics, and behaviors are evolving and fine-tune our decisions around messaging, contact, and motivations accordingly.
Within the strategy, we seek to identify the key influencers within the audience nano-segments in order to breed word of mouth (WOM) amplification in support of other marketing efforts.