When marketing, small businesses must differentiate between a trend and a fad

New Ideas in MarketingEssential news for marketers, summarised by YouGov
February 24, 2020, 8:35 AM UTC

Understanding audiences helps them make smarter martech investments.

This article shares some tips on how small businesses can understand their target customers. They must know how customers feel about their business to structure better strategies. The company must create audience personas when marketing to customers.

Having a solid content management system helps in organising and optimising the content that’s been created to appeal to a specific audience. Only by having truly understood their audiences can marketers make smarter martech investments. For B2B marketers, the author suggests authenticity to help customers feel a more genuine connection with the brand.

When leveraging Instagram, marketers must use captions that help them achieve desired results. Knowing the difference between trends and fads can allow for more meaningful marketing efforts.

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[3 minute read]