January 5, 2016

Whose Culture?


Culture is an integral part of any marketing campaign. This idea has long been accepted by small and large businesses alike. Understanding the culture of a target audience can help businesses successfully connect with those audiences, as they pursue the greatest possible return on their marketing investment. However, the audience’s culture isn’t the only important culture to which your business needs to pay attention.

It is becoming clear that consumers care deeply about a business’s culture. In some cases, they care more about the culture of a business or a brand than they do about the actual product or service. They want to feel that the business or brand they are supporting shares the same values and principles that they do. These days, what really turns heads is to have a marketing strategy which promotes brand and company values that align with those of the consumer – as practiced in social media.

In the past, communication between a brand and their consumers was more of a one-way street, with a brand communicating their messages, and the consumers receiving those messages. However, social media has created an opportunity where the consumer and the brand interact. Consumers are closer to brands than ever before, and want to make sure that the brands they are connecting with will help to promote their own personal identity. This is because most consumers have practiced displaying a great deal of information about themselves on social media, including the brands they support and the businesses with which they engage. Every post is a reflection of who they are, which means consumers want the brands they support to be a reflection of their own core beliefs.

Therefore, it is not only important for your business to understand the culture of your target audience, but to also reflect on your own culture, and portray that culture openly on social media platforms. This transparency will encourage your audience to connect with and support your business.

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