This group is very hard to communicate with unless you are extremely tech savvy and understand their playground. They are socially liberal but fiscally conservative, meaning campaigns that will move or motivate them to buy or put trust in a brand has to be extremely smart and savvy, something harder to do in 140 characters or less. Twitter, Instagram, Snapchat, and Tumblr is where this particular consumer market hangs out. Why? These social media platforms are easier to elicit more reactions in the form of hashtags, likes, followers, and comments and, in a certain sense, to the younger generations at least, feel more spontaneous, a little scandalous and, importantly, at times, “secret” than the biggest social network of them all: Facebook.
When it comes to pitching at the millennials and younger, whatever marketing campaign you seek to launch in these social realms must take into consideration their limitations. Certainly, visuals work which is why so many companies are looking to Instagram right now, but putting together an Instagram campaign is no easy task and requires “activity” on a daily basis which can be expensive. Still, the effort is worth it as the popularity of Instagram among millenials has been massive and undeniable. They have been overwhelmingly ditching Facebook in favor of Instagram to the point where now any company that wants to make inroads with this younger generation must have a huge presence on it.
Passive marketing is marketing that reaches the customer through smart positioning. A good example of passive marketing is when a customer uses an online search engine to pinpoint a business or the yellow pages to find the contact details of the same. The marketing was done before the customer’s need arose, and no special strategy was required to connect the buyer with the business. Anticipatory and thoughtful, passive marketing takes work and proper planning, but its main means and methods, such as having quality blog articles on a website, and being listed in industry directories does help make the business get business and results.
When done correctly passive marketing is probably your best value for the dollar. When someone actively is searching for your product or service they are a “qualified” lead. They have proven that they want to buy your product or service by virtue of actively seeking companies like yours. If you have the right “content marketing” you can hold their attention and sell your brand. Passive marketing still brings in results, especially if companies ensure that the website is responsive and capable of being viewed in a mobile or tablet experience.
Passive marketing will be cheaper than social engagement (if the firm doing the engagement does it correctly), and if care is taken to do proper research and branding it can still be high value in terms of marketing expense.