MARKETING TRENDS 2017

PERSONALISATION

Personalised marketing is the ability to target different consumers with personally relevant and interesting messages. To do this, content must be segmented to reach consumers based on their demographics, interests, location, and purchase history (Daykin, 2015). The Boot’s Advantage Card scheme rewards customers with 4 points for every pound sterling they spend (McElhatton, 2004). By monitoring purchasing history, Boots target their cardholders with incentives to keep purchasing products. Topshop also have their own personalisation strategy. Online users can take a quiz to find their Topshop style and are provided with product recommendations. Bershka can engage with their consumers by adopting a personalised marketing strategy. This can be done through style recommendations, a reward scheme, or offers on products saved in customer wishlists. 

PURPOSE DRIVEN MARKETING

Purpose driven marketing is an effective way of giving a feel-good element. Brands that partner with charities, or set up internal programs that ‘give back’ in some way have a stronger presence as consumers are interested in actively making a difference (Agrawal, 2016). For example, since 2006 Pampers and Unicef have had a “1 pack = 1 vaccine” partnership to help eliminate maternal and newborn tetanus worldwide (Unicef). Bershka has a ‘Right to Wear’ philosophy committed to selling ethical, safe, and community and environmentally friendly products. This provides them with the opportunity to partner with a charity committed to the same values. 

INFLUENCER MARKETING 

Influencer marketing focuses on using key leaders to drive a brand’s message and tap into an existing community of engaged followers. Influencers have a high level of trust and two-way communication with their followers (Cook, 2017). Consumers tend to trust recommendations from people they view as thought leaders. The right influencers establish credibility through each social media post of advertisement (Agrawal, 2016). For example, Estée Lauder partnered with Kendall Jenner to target and connect with a younger audience for their latest spin-off brand, The Estée Edit. Kendall helped develop the new collection of makeup and skincare products, promoted the brand on her personal Instagram, and appeared in posts on the official Estee Edit Instagram (Cook, 2017). To engage with UK consumers, Bershka could collaborate with UK influencers.