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The future of marketing: How cultural understanding contributes to the success of brand positioning and campaigns
Journal of Digital & Social Media Marketing,
11
(3),
225-235
(2023)
Abstract
The digital revolution has reshaped marketing, requiring brands to embed themselves in the cultural fabric to build trust and loyalty. This paper equips readers with actionable knowledge and skills to excel in this paradigm shift. The paper explores how cultural understanding can drive the success of brand positioning and campaigns in an ever-changing world. This exploration uncovers the convergence of innovation, creativity and data in crafting a new era of marketing where imagination knows no bounds. Key takeaways include: (1) Understanding cultural relevance: Culture is a driving force influencing consumer behaviour and perceptions. Brands must grasp cultural nuances to connect with diverse audiences authentically. This involves adapting products, messaging and values to resonate with specific cultural contexts. (2) Harnessing Big Data: Employing advanced analytics tools and techniques allows marketers to target effectively, create data-driven strategies, and gain insights into consumer behaviour. The combination of surveys, social media listening and data mining reveals valuable patterns and trends. (3) Omni-channel journeys: To remain relevant, brands must deliver a seamless customer experience across various channels — online and offline. Omni-channel marketing ensures consistent messaging and personalised interactions, enhancing customer engagement and loyalty. (4) The impact of influencer marketing: The rise of influencers has democratised influence, reshaping how brands connect with consumers. Leveraging influencer partnerships and user-generated content helps build cultural relevance and authenticity, resonating with consumers. (5) Redefining partnerships: Collaborations with like-minded partners across sports, music, influencers, and more, amplify brand relevance. Partnerships should align with brand values, resonate with consumers, and deliver against business objectives. The paper underscores the need for culture-centric approaches, emphasising genuine connections, active participation and meaningful brand purpose. By embracing cultural understanding, harnessing data-driven strategies, adopting omni-channel tactics, leveraging influencers and redefining partnerships, marketers can navigate the evolving landscape and thrive in the future of marketing.
Keywords: cultural marketing; consumer centricity; data-driven; omni-channel marketing
The full article is available to subscribers to the journal.
Author's Biography
Janina Jahns is a marketing strategist and cultural enthusiast who is passionate about driving brand success through meaningful connections. Her expertise is leveraging cultural insights to craft innovative marketing strategies that resonate with diverse audiences. As Content and Experience Manager for Scotch in Latin America and the Caribbean, she is responsible for unlocking emerging trends to build culture-led brands that earn consumer attention, interest and, ultimately, love. She created an international reputation in interdisciplinary communication and innovative strategies thanks to her cross-industry know-how and extensive experience in public relations and marketing for Diageo and agencies like Edelman. Her accomplishments include spearheading transformative campaigns that integrate seamlessly across various channels, ensuring a consistent and engaging customer experience. She is a firm advocate of harnessing the power of influencer partnerships to amplify brand relevance and connect with consumers on a deeper level. She also pays attention to essential social challenges that affect the roles and goals of marketing campaigns.
