Missions for the Modern Marketer - A TikTok & Ipsos Report
In an ever-evolving marketing landscape, marketers must keep up with the times to maximise new channels and measurement techniques. Here are four missions for modern marketers to embark on to elevate strategies, deliver impact, and ensure sustainable business growth.
Modern marketers must look beyond short-term conversion, shifting their focus towards forging meaningful connections and building brand equity over the longer term.
While there is no one-size-fits-all marketing strategy, there are guiding principles that can help optimise returns and achieve sustainable growth. Ipsos partnered with TikTok to capture four key missions for modern marketers to follow to maximise their effectiveness.
Click to read Missions for the Modern Marketer
The Missions for the Modern Marketer offers guidance through four key missions:
- How to plan a marketing strategy to reach intended audiences
Two-thirds of existing brand users feel reassured knowing a brand is popular or liked by creators on TikTok, and new-to-brand users conduct an average of 4.2 activities to find information before making a purchase, compared to 2.8 activities for the average user. To achieve sustainable growth, brands should prioritize reaching new consumers while also nurturing their existing customer base. - How to connect with audiences through content
72% of users perceive TikTok as showing more attention-grabbing content compared to other platforms, and 67% perceive TikTok as showing more memorable content. Brands should develop creative campaigns that capture attention and build lasting memories to influence future purchasing behaviors. - How to maximise impact through media placements
Brands should activate campaigns across screens, examining how screen combinations feed off one another as part of a balanced, full-funnel strategy to deliver maximum results. For example, 87% of consumers who use both TikTok and other online platforms would actively seek product information before purchasing. - How to measure success
Marketers should capture all key campaign effectiveness drivers in measurement approaches to maximize business impact. As the potential of organic and paid content grows, marketers should consider capturing its impact as part of the metric set.
