Diverse Marketing Collaboration Can Result In A Powerful Brand

Christel Deskins

Head of Marketing at Metawave Corporation, develops and executes marketing programs for startups, and writes on innovation and technology. getty It seems evident that the generation now entering the workforce can make a real difference, and I see a new group of thinkers and feelers who think passionately about complex, global […]

Head of Marketing at Metawave Corporation, develops and executes marketing programs for startups, and writes on innovation and technology.

It seems evident that the generation now entering the workforce can make a real difference, and I see a new group of thinkers and feelers who think passionately about complex, global matters. I believe our nation and the world are in great need of repair, and we need to come together in a way that helps to heal. Even prior to the pandemic this was true, but the current circumstances have led many of us to the realization that we are all in this together. The way I see it, the pandemic is sending a powerful message. I believe it’s a message of unity.

What does any of this have to do with marketing?

The phrase “think globally, act locally” was devised in the early 1900s as urban planners built communities. This sentiment applies powerfully today when thinking about how to cultivate and communicate a brand. The phrase resonates with me, as I reach executives and executers around the world, from New York to Tokyo, San Francisco to Mumbai. The idea evokes thought and emotion as I create the stories I tell, who I tell them to and how I tell them.

Across all kinds of industries, marketing seems to have gotten lost in analytics and is busy trying to use the right keywords to “pull in clicks and eyeballs” (an expression I always thought odd when reporting successful marketing campaigns). We hear the exact same words across similar technology companies, with everyone trying to attach themselves to a message that grabs as much audience as possible.

Artificial intelligence, security, Internet of Things (IoT), computer vision, blockchain, mobility, virtual reality and even quantum computing are just a few of the terms we see. I often find it difficult to know what exactly a company provides, as marketers often get lost in “word soup” as they describe their technology, products and the value they provide.

Don’t create a message for messaging sake.

Telling stories that resonate, relating to people, and identifying and connecting with people takes time. It takes time to carefully convey the value that a company brings to the world. It takes time to create and deploy the necessary tools and materials that can then help someone engage more deeply. If planned and executed well, however, it is well worth your time.

Being intentional about building a global, culturally diverse group of marketers allows for a broad appeal, and it also encourages a personal approach. Diverse groups can push and pull on the truth, value and message to determine what customers want to hear and how they want to hear it. Bringing our collective passions and opposing views to the table, experienced marketers can guide and mentor; budding marketers can bring new and passionate points of view; technical marketers can help uncover magical innovation; inspirational marketers can offer kindness, hope and optimism.

Content that resonates brings a personal appeal.

Powerful content is the most important part of an exceptional marketing program. The content tells the story, and when it is crafted with a specific audience in mind, it becomes incredibly personal and incredibly powerful. From describing a specific product or technology to sharing a thought leadership position to outlining the value that customers receive with a specific application, great content that resonates with its audience brings it all to life.

Of course, content can take the form of the written word, an emotion-provoking image or video or even an immersive experience. We have all experienced being moved when we are introduced to a unique point of view, learn something brand new or understand an aspect of the world a bit differently.

We are in the middle of global change. I find that people want to be inspired right now — we want to have hope and optimism, and we need to be reminded that we all want the same securities in life. With the pandemic making many of us realize that we are all one, helping us see that we depend on each other, I believe the time is now for marketers to tell stories that appeal on a global scale and connect to local communities with a personal touch. Bringing together different generations, cultures and sexes to collaborate and produce attractive and engaging stories is a step in the right direction.

Encourage your team to show up, be fully present, share their ideas, understand the goals of what you and your company are trying to accomplish and help them integrate their own personal passion into the marketing creation process. The people on your team who deeply understand the audience and the true value of your brand will be the ones who are best poised to help create a broad appeal with a personal flair.


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