Why: The Most Important Question in Marketing

Why: The Most Important Question in Marketing

?Why? is almost always the hardest question to answer because of all the possibilities, interpretations and perspectives that can apply. Data and trends can answer what's happening, demographics and surveys can answer who is involved, observations and tests can show how something happens, time can tell you when, location can tell you where, but why - answering why requires knowing all those answers as well as the reason they're all related. All too often in marketing, we?ll know what is working, who it works for, how it works, where it works, and / or when it works, but by then, knowing all those answers, answering why seems unnecessary. On the surface, understanding something that works and reapplying it to our own goals would appear to be all we?d need. The thing about ?why,? though, is it doesn't exist on the surface. ?Why? is a question of depth, but knowing why is what allows us to ensure that everything on the surface still floats. ?For these four aspects of marketing, in particular, knowing why they work in theory is exactly what makes them work in practice. The Logo: If you consider the often indiscriminate use of logos by marketers, it may seem rather ironic that logo and logic originate from the same Greek word, logos?having to do with reason and linguistic communication. We all know that logos work - after all, we do see them everywhere, but why a logo works isn't solely based on location. As the word?s origin suggests, logos work because they communicate something; there's a meaning or a reason behind them. One of the biggest mistakes marketers make when it comes to their logo is assuming that the image itself is what represents the brand. When you know why your logo works, however, you know the meaning and the reasoning behind it, so using your logo becomes much more? well, logical. Thought (Market) Leadership: Perhaps it's my affinity for fishing, but I?ll take a steel leader over a thought leader any day. Why? Because the pursuit of ?thought leadership? is a nice way of saying ?we're trying to look smart. ?Being smart, however, within a relevant market can be very effective because it showcases an intellectual value to customers and potential customers beyond just a product or service. Knowing why you're showcasing this intellectual value is what actually helps you establish and develop your leadership position in your market. The key question to answer here is, ?why is my brand a leader within its market?? That's the difference between looking smart and actually being smart. Social Media: ?Because everyone is doing it,? is never an acceptable answer to why your company should get involved with social media. Your customers and prospects may be highly active online, your customer service department may need to field inquiries, you may have a desire to build meaningful and valuable relationships, but whatever the reason is, you need a clear understanding of why social media matters to your company. Even that, though, isn't enough. Because social media is, well, social, interactions need to be balanced, so knowing why your target audience uses social media is also crucial. Once you can marry why your company is going social with why your audience is already social, then you can really get a true and understandable value out of your efforts. Content Marketing: People tasked with content creation ask why all the time: ?Why me?? ?Why can?t I come up with something new?? ?Why won?t this ever end?? But, clearly, it's not always the right kind of why. When it comes to content marketing, the most important why to ask is ?why should my audience care?? It sounds harsh, but content needs to have content - substance, if you will. The goal of creating content as a marketer is to get people to care about your brand by giving them the things they already care about. Before you can even consider what content to create, how to make it effective, who it should affect, where it should be available, and when it should be released, you need to know why you're creating it in the first place. In addition, after creating effective content, you also need to understand why it worked to keep the successful content marketing programs flowing. Does data and sentiment show that the program resonated with people? Was there value people enjoyed sharing with friends? Was it some combination of other tactics - knowing why it worked is knowing why the same formula will work again. Why only four marketing aspects? Well, part of the power of why is asking it on your own and finding your own answers. Why do you believe in the marketing tactics you use? Why not tell us yourself in the comment box or on Facebook or Twitter? Why SnapApp? If our own visual, market ?leadership, social media, and content marketing efforts haven?t answered that already - even if they have - feel free to contact us today for more information!?

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