The Rise Of Self Aware Marketing

As finding “air time” in the digital space is becoming harder to come by, the rise of self aware marketing from brands is one way to stand out from the crowd.

Would you buy from a brand or business that outright asks for your money? In theory, most of us would say no. However, it’s safe to assume that most of the population can appreciate a business that is able to make their marketing efforts come off as lighthearted. After all, the best and most effective forms of advertising are usually that which makes us unwittingly relate or connect to a product, service, brand or business.


What Is Self Aware Marketing Or Advertising?

In the era where most of us would do just about anything for a laugh, brands are embracing self aware marketing – and the unwritten rules of traditional advertising have been thrown out the window.

The traditional “reverse psychology” of the marketing industry have taken a back seat, and in comparison, self aware marketing functions as the literal opposite. This method is centered around satirical or ironic advertisements that poke fun at their own product, service or the brand itself. It also includes lightheartedly mocking or ridiculing other brands, or even the concept of advertising in general.

While traditional marketing campaigns aim to hide the fact that they’re trying to promote products or hit sales targets, modern day self aware marketing campaigns flip the old mould on its head by putting “the hard sell” at the core of the advertisement, or on centre stage as such.

Modern self aware marketing campaigns vary wildly, but most generally “break the fourth wall” and address audiences directly, and usually in a self deprecating manner. An example of an effective one would be a recent advertisement from Marmite, in which the content simply features the phrase “diving the nation since 1902” – simple, self aware, mildly amusing, and featuring just the right amount of controversy, the advertisement capitalises on consumer familiarity that already exists around the product.


What Are The Benefits Of Using Self Aware Marketing As A Brand

The very best self-aware marketing campaigns take the assumptions that people hold about a brand or product and face them head on, and in turn show a level of authenticity and transparency that consumers are craving more and more of – but how can it help your brand or business?

You Will Stand Out – In an era where many consumers are receiving serious but necessary Covid-19 operational plans from businesses, taking the self aware marketing route will provide audiences with a breath of fresh air.

You Will Be Relatable – If you’re doing it right, many audiences – both new and existing – will already be semi familiar with your product, service, brand or sector. Give them something to connect and engage with via your marketing efforts.

You Will Save Money – Social media is one of the greatest assets for any content marketer, and the best part is that it’s mostly free to use – and in turn, weaponise. If you’re able to “go viral”, it can make a huge difference to the marketing budget.

You Will Build Connections – Content marketing is all about “know, like, trust” – audiences need to get familiar with you, feel positively about your brand or business, and eventually trust you enough to make a purchase. Self aware marketing can help to solidify this relationship.

You Will Foster Brand Loyalty – Your customers double as your brand’s biggest fans. Instilling a sense of brand loyalty will encourage them to speak highly of your business, and this includes them starting conversations that stem from self aware marketing.

How To Get Started With Self Aware Marketing

Self aware marketing involves content creation, strategy and harnessing the power of social media. However, producing your own quality, consistent and on brand content takes time, effort, experience and resources – and you’re not alone if you can’t quite commit to that. Avoiding content marketing all together may actually be doing your brand a disservice, but thankfully – investing in a solid content marketing strategy has never been easier.

Here at Content Hive, producing top quality digital content is exactly what we do best. We have itemised a list of digital content services, and allocated credits next to each of these. This means that each month, you can use your credits with us to produce digital content such as social media posts, blog articles, videos and even animated Instagram stories.

We believe that this model means we can produce high quality content in faster than normal delivery times. It also means that because you have a monthly credit, you are going to want to make sure you use these up – and so do we – meaning that your digital content is always consistent.

If you aren’t quite sure where to start on your content marketing journey and would like to speak to a professional, why not book in a free discovery call with us at Content Hive today to discuss how we can get your brand buzzing online.

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