Social structures
Posted: Sun Dec 22, 2024 8:43 am
In 2018, the German confectioner Katjes launched an advertising campaign for a new line of vegan fruit gums. It unleashed a social media storm in Germany. The advertisement showed Turkish/Serb model Vicidca Petrovic wearing a hijab, happily chewing on a fruit gum. Although the campaign was probably well intentioned, some right-wing politicians called australian business email list for the brand to be banned. Others protested the use of a Muslim custom while promoting gum in the ad and labelled this act “racial capitalism”.
In order to market to the right audience, you must understand how the target society is structured. Research the purchasing groups, and their levels of education and power.
Changes in social structures within a country or society can have a dramatic impact on your marketing focus and messaging based on socio-economic class. For example, in the U.S., the wealthier cohort controls 50% of the nation's aggregate income, up from 29% in 1970. The middle class (as opposed to the wea
lthiest) used to earn 62% of the nation's income. That share has since fallen to 42%.
Marketers who shift their focus to the upper middle and high income US earners will need to reflect this in consumers’ purchasing priorities. This group’s expectations are based on attaining the best of both worlds: that is, high quality products and services offered at reasonable prices. To appeal to this cohort, brands must prove that they are worth the price by offering extra-attentive services both online and offline.
Customer motivations and hierarchy of needs
Learning the social structures, business norms, and culture also provide a clear way to establish your customers’ motivations and hierarchy of needs. (Yes, you’ve heard it before, but that’s because it’s very, very important.)
For example, many small to medium B2B purchasers select Salesforce as their CRM. However, Salesforce, due to the e
In order to market to the right audience, you must understand how the target society is structured. Research the purchasing groups, and their levels of education and power.
Changes in social structures within a country or society can have a dramatic impact on your marketing focus and messaging based on socio-economic class. For example, in the U.S., the wealthier cohort controls 50% of the nation's aggregate income, up from 29% in 1970. The middle class (as opposed to the wea
lthiest) used to earn 62% of the nation's income. That share has since fallen to 42%.
Marketers who shift their focus to the upper middle and high income US earners will need to reflect this in consumers’ purchasing priorities. This group’s expectations are based on attaining the best of both worlds: that is, high quality products and services offered at reasonable prices. To appeal to this cohort, brands must prove that they are worth the price by offering extra-attentive services both online and offline.
Customer motivations and hierarchy of needs
Learning the social structures, business norms, and culture also provide a clear way to establish your customers’ motivations and hierarchy of needs. (Yes, you’ve heard it before, but that’s because it’s very, very important.)
For example, many small to medium B2B purchasers select Salesforce as their CRM. However, Salesforce, due to the e