The importance of impactful and targeted marketing campaigns

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As consumers identify ways to make a difference in the world, they expect the brands they engage with the most to do the same. That’s why goal-oriented marketing is here to stay – it positively benefits consumers and brands. During an Advertising Week New York panel led by Megan Cunningham, CEO and Founder of Magnet Media, Tripadvisor and key industry experts discussed how to build a strategy with real impact.

Tripadvisor’s business model is all about travel, which during the pandemic was almost non-existent. The company was forced to make drastic cuts and overhaul itself, but amid the obstacles it decided to invest more in two teams: its DE&I and social teams. According to Christine Maguire, Managing Director and Vice President of Global Media Operations at Tripadvisor, this constant progress, this authenticity and this doubling of values, despite an uncertain economic future, is the raison d’être of a travel brand like Tripadvisor.

According to Yesenia Bello, senior vice president of diversity and inclusion at iHeartMedia, the company had not focused on diversity and inclusion until 2020. The pandemic has changed that and the interests of the audience of iHeartMedia, so a dedicated role ensued. iHeartMedia has immersed itself in its mission to give everyone in America a friend, and transformed the meaning behind that to “being there… for a diverse audience,” Bello said. iHeartMedia has received comments and responded by stepping up the moments of uncertainty. Bello said it is important to remember that “we are all determining our purpose as individuals, consumers, traders and businesses”.

Reflecting on the past 18 months, Lindsay Stein, the new head of social impact at Havas, said the pandemic had changed ‘focus’ from nothing more than a buzzword a few years ago to quite a marketing movement today. Consumers, especially the younger generations, have been lobbying for years and have shown that they want to buy from goal-oriented brands, according to Stein.

Seventy-eight percent of consumers will choose a goal-focused brand over one that isn’t, Stein noted. To capture this business, recruiting and retaining talent is essential. Before brands can acquire top talent and young talent, they must have and live a goal. As Stein mentioned, there is a plethora of issues around the world, from climate change to hunger, that brands have the power to solve.

When asked to ensure that the purpose of a brand is not just a performative element and that it truly resonates in the behavior and values ​​of the brand, Stein said:

“Keeping pace is imperative for the success of a brand when it speaks for good. It starts from top to bottom. The Thinx brand has centered and promoted the empowerment of women at every turn possible, but when it was discovered that its CEO was creating a toxic culture internally, the brand almost imploded until she quit. .

However, the notion of finality is complex and there is no miracle solution, according to Maguire. Tripadvisor serves three cohorts (employees, partners and travelers) and research has shown how important it is to serve all three, Maguire said. Failure to provide authenticity to employees will result in them failing to serve partners and consumers with authenticity.

Citing a recent study which found that 95% of people have permanently changed at least one thing in their behavior or values ​​since the pandemic, Maguire said that Tripadvisor believes there is some good there and that the one of its goals is to help travelers find that voucher. In this sense, Tripadvisor’s purpose is reflected in the way it serves travelers, how it speaks to consumers through its creative resources and language, and ultimately how it manifests itself on the outside. Express yourself before you can sell something.

Key points to remember:

  • Targeted marketing has several benefits for brands and consumers, including being good at business but also making the world a better place. Brands must use innovative ways to reach consumers through targeted campaigns and can’t just talk without walking.
  • Strategizing on how to build brand trust with consumers will produce competitive advantages given the high value of goal-oriented brands to consumers.
  • It is essential for the evolution of targeted marketing that the effectiveness of strategies in this context be measured.


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